You're in the Hospitality Business (Whether You Know It or Not)

In this episode of The Next Big Idea, hosts Caleb Bissinger and Rufus Griscombe welcome back Will Godera, author of Unreasonable Hospitality and its new companion guide, Unreasonable Hospitality: The Field Guide. Godera expands on his transformative philosophy that everyone, regardless of industry, is in the hospitality business—defined not by grand gestures but by the consistent, thoughtful effort to make people feel seen, valued, and connected. Drawing from his experience leading Eleven Madison Park to the top of the world’s restaurants, Godera reveals how a culture of excellence, communication, collaboration, feedback, and repair creates lasting loyalty and competitive advantage. He emphasizes that true hospitality isn’t about extravagance, but about intentionality—whether it’s a simple gesture like a waiter sitting down with nervous diners or a flight attendant offering a free cocktail to soothe a crying baby. The conversation also explores how AI can be leveraged not to replace humans, but to free them from mundane tasks so they can focus on meaningful human connection. The episode closes with a powerful call to action: to systematize care through pattern recognition and personalized moments, empowering every team member to be a 'Dreamweaver' of unforgettable experiences.