Will Guidara made his name in the hospitality industry as the co-owner of Eleven Madison Park, transforming it from a "good" New York restaurant to a 3 Michelin star establishment that was ranked number one on "The World's 50 Best Restaurants" list in 2017.

In his new book, Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect, Will shares his personal memoir and manifesto, outlining his business management philosophy on the art of service.

Together with Martin Reeves, Chairman of BCG Henderson Institute, Will discusses how to be intentional in the pursuit of relationships with both the people you work with and those you serve, and the impact of digging deeper to explore new creative approaches that turn ordinary transactions into extraordinary experiences.
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