In this bestselling guide from the former co-owner of legendary restaurant Eleven Madison Park, the premise is laid out clearly: treat hospitality as your most unfair advantage—make caring for people “unreasonably” specific, and everything else follows.

Will Guidara distils how Eleven Madison Park climbed to the top by turning service into a daily practice of noticing, improvising, and systemising delight. He shows teams how to scan for clues, empower judgement at the front line, and design rituals that scale warmth without scripts. Stories range from a bespoke street‑cart hot dog served tableside to graceful recoveries that leave guests happier than if nothing had gone wrong. The lesson isn’t restaurant‑bound: any organisation can operationalise generosity, build culture around making others feel seen, and watch loyalty compound.

In a world of sameness and automation, distinctive human care becomes a strategy—one that lifts morale, reputation, and the bottom line.