How to Create Transformative Client Experiences
A little while ago, I recommended a list of books I think every change-the-world leader should read. One of them is called Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect. (Fear not, this isn’t a book review.) What the author Will Guidara shows is that transforming the ordinary into the unforgettable needn’t involve grand gestures or revolutionary ways of overhauling the status quo.
Changing the world can begin with the humblest and most routine of daily behaviors that make people—your family, team, customer—feel more visible, valued and thus more connected to your purpose. And while there is a fully-baked ScalePassion Method that guides leaders to unleash larger purposes by growing their businesses, I want to use today’s blog to offer my readers my thoughts on Guidara’s book.
1. Make purpose more of a behavior than a statement—Many companies define their purpose in words, but few turn it into an experience. Anyone can wordsmith a mission statement and core values set. Only a true leader embeds them into how employees and customers are treated day-in and day-out. Do an exercise offline: rewrite your mission statement and values to reflect what you actually do every day. If these fail to live up to your standards of what a mission and values ought to look like, change your behavior until it reflects your boldest purpose and values.
2. Put people in the center of operational excellence—In the endless attempt to balance people and processes, many organizations feel safer focusing on the technical rather than human side of scaling the business. Guidara’s approach to hospitality teaches that systems don’t have to replace warmth; they should enhance it. Ditto for your industry. Change-the-world leaders use the tools to master complexity rather than add to it, whether onboarding a new team member, welcoming a client or handling customer service.
3. Foster a culture of generosity—One of the most powerful takeaways from Unreasonable Hospitality is that great leadership isn’t just about serving customers at the expense of your team’s mental and physical health. It’s about empowering teams to create extraordinary moments. Embrace abundance—i.e., there’s enough for everybody—rather than scarcity: i.e., “there are only winners and losers.” Make generosity a core part of how you operate, whether that’s through the way you treat your employees, engage with clients, or serve your broader community.
Purpose-driven leadership isn’t just about making an impact; it’s about making people around you feel seen, heard, and connected. Your customers will feel this and love you for it.
