what i learned from unreasonable hospitality (and why it matters for every business)

over my recent break i finally read unreasonable hospitality by will guidara. if the title sounds familiar, you might remember the opening scene in the bear when carmy scribbles it down in his notebook. it’s more than a book about restaurants, it’s about how any business can create unforgettable experiences by going beyond what’s expected.

the power of going beyond

guidara’s idea is that hospitality isn’t about fancy gestures, it’s about noticing people and giving them something they didn’t even know they wanted. a moment that makes them feel truly seen. he calls it “unreasonable” because it often feels unnecessary, inefficient, even excessive, and yet that’s exactly what makes it powerful.

think of the difference between being served your coffee in a takeaway cup versus being given a handwritten note on the lid. the product is the same, but the feeling is entirely different.

what i’m taking into evercircle

as a business owner, i’m constantly learning. this book gave me three practical reminders that i’ve already started weaving into evercircle:

• make the ordinary extraordinary, it doesn’t take much. sometimes it’s packaging, sometimes it’s a follow up message, sometimes it’s simply remembering a detail from a previous conversation.

• hospitality isn’t just for restaurants, whether you run a bike shop, a wholefoods store, or a haircare brand, you can choose to treat people like guests, not transactions.

• unreasonable is the point, the most memorable moments aren’t about efficiency, they’re about generosity.

why it matters

in a world where we’re all moving fast, slowing down to give someone a moment of care or surprise is magnetic. people remember how you made them feel, and in turn, they tell others.

for me, this isn’t about sales, it’s about connection, building a business that feels human, one generous interaction at a time.

an invitation to you

i’ve found my niche in circular, ocean safe haircare. but i know evercircle grows stronger when it sits alongside other values driven spaces. so i’d love to hear from you:

what are your favourite salons, wholefoods shops, or saunas?
the places where you feel looked after, inspired, or at home.

drop them in the comments or send me a message, i’d love to explore if evercircle could be on their shelves.