Capital Allocators – Inside the Institutional Investment Industry Will Guidara – Unreasonable Hospitality (EP.492)
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Mar 16, 2026 
Will Guidara, hospitality entrepreneur and author known for Eleven Madison Park and Unreasonable Hospitality, shares how to operationalize exceptional service. He maps customer touchpoints, explains small gestures with big impact, describes systemized yet personal moments, and discusses scaling creativity, culture, and hospitality across industries.
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Chewy's Flowers Turn Loss Into Loyalty
- Chewy cancels a deceased pet's subscription, credits the last bag, and sends flowers two days later to the owner.
- This grieving-customer ritual is systemized, inexpensive for the company, and creates intense loyalty.
Hospitality Translates Across Industries
- Unreasonable hospitality scales beyond restaurants into prisons, hospitals, education, and sports by translating gestures into other contexts.
- Guidara notes the concept spawned 'Dreamweaver' roles across diverse industries after the book's release.
Hire A Dreamweaver To Make Magic Happen
- Add a dedicated hospitality role with no operational duties to enable creative gestures.
- Eleven Madison Park's Dreamweaver enabled staff to execute unconventional moments like serving a hot dog plated elegantly for foodie guests.
