The StoryBrand Podcast #69: Will Guidara—Why Great Service Is Never an Accident
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Apr 27, 2026 
Will Guidara, restaurateur and author of Unreasonable Hospitality, shares how businesses design moments customers remember. He discusses teaching teams what ‘right’ looks like, systemizing graciousness, and using a field guide to build culture and repeatable magic. Short, practical stories show how deliberate experience design turns routine transactions into memorable moments.
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Memorable Service Is A Preplanned Decision
- Remarkable customer experiences require deliberate prior decisions, not luck.
- Will Guidara: design how people should feel at every step to make experiences memorable.
Hotel Check In System Turned Staff Into Creators
- A hotel created a simple check-in workaround for delayed flights and told staff to give keys and let guests check in the next day.
- Donald Miller recounted Oscar being given a scripted system that produced consistent grateful reactions and later spurred Oscar's own creativity.
Cashier Paid For A Mom In Crisis
- A Chick-fil-A cashier paid for a postpartum customer's meal when she realized the customer had no card and was in distress.
- Will Guidara used this to show how hourly staff empowered by systems create unforgettable human moments.
