Restaurateur Will Guidara's life changed when he decided to serve a two-dollar hot dog in his fancy four-star restaurant, creating a personalized experience for some out-of-town customers craving authentic New York City street food.

In his TED on September 2022, he shared a part experience that helped him and his restaurant partner to be recognized twice as the most important restaurant in the world. The principle that guided them was "unreasonable hospitality," They took ordinary transactions and turned them into extraordinary experiences.

As he says, currently, we're a service economy. Service industries drive more than three-quarters of our GDP. Globally, it's more than 65 percent. So that means that whether you're in real estate, retail, construction, finance, insurance, or computer services, you are in the business of serving people.

You can see this new year full of challenges, or you can start to look deeply enough to find opportunities and give people experience and service beyond their expectations.

He affirms that making good products is no longer enough. Bringing an efficient service is no longer enough. It's how we make people feel they matter. He believes that we are on the precipice of becoming a hospitality economy. And he made that part of his culture. Their purpose is to give people that sense of belonging and make them feel seen and heard, creating experiences they will remember forever.

Unreasonable hospitality gave me a lot to think about. When we want to create a positive impact and the right culture, it's not the cost of the gesture that matters. It's how it makes people feel, and it’s about the leadership to make that happen consistently because you create a deep connection and make an impact with your people and your customers.