The Hotdog Effect: Secrets of the World’s #1 Restaurants - Will Guidara

I started listening to emo music when I I started listening to emo music when I was 12 and 13 like everybody else. Uh was 12 and 13 like everybody else. Uh was 12 and 13 like everybody else. Uh except I never grew out of it. So I'm except I never grew out of it. So I'm except I never grew out of it. So I'm permanently in uh band t-shirts that permanently in uh band t-shirts that permanently in uh band t-shirts that 14-year-old me would think are sick. And 14-year-old me would think are sick. And 14-year-old me would think are sick. And um that's it. um that's it. um that's it. >> Dude, isn't that like one of the >> Dude, isn't that like one of the >> Dude, isn't that like one of the greatest forms of of success if greatest forms of of success if greatest forms of of success if 14-year-old you would be proud of you 14-year-old you would be proud of you 14-year-old you would be proud of you now? now? now? >> 14-year-old you thinks that you're cool? >> 14-year-old you thinks that you're cool? >> 14-year-old you thinks that you're cool? >> Yeah. 14-year-old you is saying, "Gosh, >> Yeah. 14-year-old you is saying, "Gosh, >> Yeah. 14-year-old you is saying, "Gosh, he's like he's done something with he's like he's done something with he's like he's done something with himself, but he's still wearing the himself, but he's still wearing the himself, but he's still wearing the beartooth t-shirt." beartooth t-shirt." beartooth t-shirt." >> Yeah. What do you think 14-year-old you >> Yeah. What do you think 14-year-old you >> Yeah. What do you think 14-year-old you would say about you? would say about you? would say about you? >> I think 14-year-old me >> I think 14-year-old me >> I think 14-year-old me would be pretty psyched. would be pretty psyched. would be pretty psyched. I mean, man, I've when I was 12, I I mean, man, I've when I was 12, I I mean, man, I've when I was 12, I wanted to be in restaurants. wanted to be in restaurants. wanted to be in restaurants. Um, it's literally the only thing I ever Um, it's literally the only thing I ever Um, it's literally the only thing I ever wanted to do when I was a kid. And so wanted to do when I was a kid. And so wanted to do when I was a kid. And so for 14-year-old me to see that I did for 14-year-old me to see that I did for 14-year-old me to see that I did that at the absolute highest level and that at the absolute highest level and that at the absolute highest level and then somehow managed to find another then somehow managed to find another then somehow managed to find another life to carve out for myself afterwards. life to carve out for myself afterwards. life to carve out for myself afterwards. I think he'd be pretty I think he'd be I think he'd be pretty I think he'd be I think he'd be pretty I think he'd be pretty impressed. pretty impressed. pretty impressed. >> What a cool What a cool concept of what >> What a cool What a cool concept of what >> What a cool What a cool concept of what would 14-year-old you think about adult would 14-year-old you think about adult would 14-year-old you think about adult you as basically the ultimate gauge of you as basically the ultimate gauge of you as basically the ultimate gauge of whether or not your life's gone or not. whether or not your life's gone or not. whether or not your life's gone or not. >> What do the people in your industry >> What do the people in your industry >> What do the people in your industry think of you? Not even actually what think of you? Not even actually what think of you? Not even actually what your parents think of you, but what your parents think of you, but what your parents think of you, but what would what would 14-year-old you think would what would 14-year-old you think would what would 14-year-old you think of you of you of you >> or your spouse or your friends or I all >> or your spouse or your friends or I all >> or your spouse or your friends or I all of those things are important. of those things are important. of those things are important. I think it's important to show up for I think it's important to show up for I think it's important to show up for the people that you care about and try the people that you care about and try the people that you care about and try to make sure that they're to make sure that they're to make sure that they're excited to have you in their lives. I excited to have you in their lives. I excited to have you in their lives. I mean, to this day, I want to make my dad mean, to this day, I want to make my dad mean, to this day, I want to make my dad proud based on the relationship I have proud based on the relationship I have proud based on the relationship I have with him. But with him. But with him. But >> and honestly, until I made the joke >> and honestly, until I made the joke >> and honestly, until I made the joke about your bear tooth t-shirt, I'm not about your bear tooth t-shirt, I'm not about your bear tooth t-shirt, I'm not sure. I I've actually gone down this sure. I I've actually gone down this sure. I I've actually gone down this road before, which is road before, which is road before, which is >> me neither. >> me neither. >> me neither. >> I mean, 14-year-old me, his opinion of >> I mean, 14-year-old me, his opinion of >> I mean, 14-year-old me, his opinion of me is as important as anyone's opinion me is as important as anyone's opinion me is as important as anyone's opinion of me. of me. of me. >> Well, hey, with AI, you might be able to >> Well, hey, with AI, you might be able to >> Well, hey, with AI, you might be able to cement a 14-year-old version of you that cement a 14-year-old version of you that cement a 14-year-old version of you that you could just check in with as a you could just check in with as a you could just check in with as a performance coach every so often. performance coach every so often. performance coach every so often. >> Have a little Xbox over there. Yeah. >> Have a little Xbox over there. Yeah. >> Have a little Xbox over there. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. >> Will, what do you think? Was that a good >> Will, what do you think? Was that a good >> Will, what do you think? Was that a good Was that good? Was that good? Was that good? >> Yeah. Yeah. I uh I know exactly what you >> Yeah. Yeah. I uh I know exactly what you >> Yeah. Yeah. I uh I know exactly what you mean. That trajectory that we all end up mean. That trajectory that we all end up mean. That trajectory that we all end up on and the way that we we get captured on and the way that we we get captured on and the way that we we get captured by the opinions of people who in many by the opinions of people who in many by the opinions of people who in many ways we should. I think there's there's ways we should. I think there's there's ways we should. I think there's there's kind of two categories of people with kind of two categories of people with kind of two categories of people with this. There's one who don't serve others this. There's one who don't serve others this. There's one who don't serve others enough, enough, enough, >> sort of don't care enough about the uh >> sort of don't care enough about the uh >> sort of don't care enough about the uh way that they're contributing to those way that they're contributing to those way that they're contributing to those around them. Uh the opinions of people. around them. Uh the opinions of people. around them. Uh the opinions of people. They're the egotists, they're the They're the egotists, they're the They're the egotists, they're the narcissists, they're the obsessives that narcissists, they're the obsessives that narcissists, they're the obsessives that don't take it take outside uh input. But don't take it take outside uh input. But don't take it take outside uh input. But then there's another group of people then there's another group of people then there's another group of people >> who care way too much about what other >> who care way too much about what other >> who care way too much about what other people think. And I I I get the sense people think. And I I I get the sense people think. And I I I get the sense that um a lot of people that rise to the that um a lot of people that rise to the that um a lot of people that rise to the top of their careers are actually in the top of their careers are actually in the top of their careers are actually in the latter camp rather than the former. That latter camp rather than the former. That latter camp rather than the former. That they're trying to please. They're trying they're trying to please. They're trying they're trying to please. They're trying if only I can make myself enough then if only I can make myself enough then if only I can make myself enough then the world will see. And is this okay? Am the world will see. And is this okay? Am the world will see. And is this okay? Am I okay? Are they do these people do I I okay? Are they do these people do I I okay? Are they do these people do I look okay to them and are they are they look okay to them and are they are they look okay to them and are they are they responding to me in the way that I want? responding to me in the way that I want? responding to me in the way that I want? >> And also when you start to achieve some >> And also when you start to achieve some >> And also when you start to achieve some level of success, level of success, level of success, am I continuing to earn it? Is this am I am I continuing to earn it? Is this am I am I continuing to earn it? Is this am I doing everything I need to do to make doing everything I need to do to make doing everything I need to do to make sure that people aren't secondguessing sure that people aren't secondguessing sure that people aren't secondguessing whether I was meant to be where I now whether I was meant to be where I now whether I was meant to be where I now am? Like all that stuff. am? Like all that stuff. am? Like all that stuff. >> Gold medalist syndrome. >> Gold medalist syndrome. >> Gold medalist syndrome. >> Do you know what's interesting? We were >> Do you know what's interesting? We were >> Do you know what's interesting? We were talking about 14-year-old me versus now talking about 14-year-old me versus now talking about 14-year-old me versus now me. I was on the uh a Zoom with some me. I was on the uh a Zoom with some me. I was on the uh a Zoom with some friends who have a company and they're friends who have a company and they're friends who have a company and they're going through this inflection point going through this inflection point going through this inflection point where they started up about six years where they started up about six years where they started up about six years ago and now they're starting to gain ago and now they're starting to gain ago and now they're starting to gain some real traction. They're growing and some real traction. They're growing and some real traction. They're growing and one of the things they said to me is one of the things they said to me is one of the things they said to me is it's time we need to grow up. it's time we need to grow up. it's time we need to grow up. And I I stopped them. I was like, "Whoa, And I I stopped them. I was like, "Whoa, And I I stopped them. I was like, "Whoa, whoa, whoa." I like, "Can I offer a whoa, whoa." I like, "Can I offer a whoa, whoa." I like, "Can I offer a different perspective on that?" And different perspective on that?" And different perspective on that?" And they're like, "Yeah, go ahead." I said, they're like, "Yeah, go ahead." I said, they're like, "Yeah, go ahead." I said, "I don't think you should ever grow up. "I don't think you should ever grow up. "I don't think you should ever grow up. I just think you all need to learn I just think you all need to learn I just think you all need to learn how to act like an adult when you need how to act like an adult when you need how to act like an adult when you need to. to. to. And as we're talking about 14-year-old And as we're talking about 14-year-old And as we're talking about 14-year-old me versus now me, me versus now me, me versus now me, I'd like to think that if if that me was I'd like to think that if if that me was I'd like to think that if if that me was impressed with me now, it's that I don't impressed with me now, it's that I don't impressed with me now, it's that I don't think I've actually ever fully grown up. think I've actually ever fully grown up. think I've actually ever fully grown up. I've just gotten good at learning when I I've just gotten good at learning when I I've just gotten good at learning when I need to be an adult in a room. And and I need to be an adult in a room. And and I need to be an adult in a room. And and I hope I never grow up because what what I hope I never grow up because what what I hope I never grow up because what what I love about not feeling like a grownup is love about not feeling like a grownup is love about not feeling like a grownup is that I still see so much wonder in the that I still see so much wonder in the that I still see so much wonder in the world. Like that childlike feeling of world. Like that childlike feeling of world. Like that childlike feeling of wonder that comes from everything wonder that comes from everything wonder that comes from everything feeling just a little bit magical. feeling just a little bit magical. feeling just a little bit magical. >> From taking what you do seriously, but >> From taking what you do seriously, but >> From taking what you do seriously, but not taking yourself so seriously that not taking yourself so seriously that not taking yourself so seriously that you can't just relish in those moments. you can't just relish in those moments. you can't just relish in those moments. That's something that I fight to hold on That's something that I fight to hold on That's something that I fight to hold on to. You can speak adult in the right to. You can speak adult in the right to. You can speak adult in the right room, but you're so you're pretending room, but you're so you're pretending room, but you're so you're pretending you're laughing as an adult. It's you're you're laughing as an adult. It's you're you're laughing as an adult. It's you're cosplaying as an adult, but secretly cosplaying as an adult, but secretly cosplaying as an adult, but secretly there's still a child inside. there's still a child inside. there's still a child inside. >> Or you can you're genuinely an adult, >> Or you can you're genuinely an adult, >> Or you can you're genuinely an adult, but you still enjoy those moments like a but you still enjoy those moments like a but you still enjoy those moments like a kid. kid. kid. >> I hate >> I hate >> I hate >> No, go for it. >> No, go for it. >> No, go for it. >> I I'm just You start off saying that you >> I I'm just You start off saying that you >> I I'm just You start off saying that you knew that you wanted to be in knew that you wanted to be in knew that you wanted to be in restaurants when you were 12 and then restaurants when you were 12 and then restaurants when you were 12 and then you end up having the number one ranked you end up having the number one ranked you end up having the number one ranked restaurant in the entire world. Hm. I by restaurant in the entire world. Hm. I by restaurant in the entire world. Hm. I by design there can only be a very small design there can only be a very small design there can only be a very small bucket of people that go from that dream bucket of people that go from that dream bucket of people that go from that dream to that reality. to that reality. to that reality. What is it that separated you apart? How What is it that separated you apart? How What is it that separated you apart? How did you get interested in unreasonable did you get interested in unreasonable did you get interested in unreasonable hospitality? hospitality? hospitality? I mean, I give a great deal of the I mean, I give a great deal of the I mean, I give a great deal of the credit to my dad. Um, my dad was my hero credit to my dad. Um, my dad was my hero credit to my dad. Um, my dad was my hero growing up. my dad, my best friend, and growing up. my dad, my best friend, and growing up. my dad, my best friend, and my greatest mentor for a a bunch of my greatest mentor for a a bunch of my greatest mentor for a a bunch of different reasons, but close to the top different reasons, but close to the top different reasons, but close to the top of that list was that when I was a kid, of that list was that when I was a kid, of that list was that when I was a kid, my mom was diagnosed with brain cancer my mom was diagnosed with brain cancer my mom was diagnosed with brain cancer and went on to become a quadriplegic by and went on to become a quadriplegic by and went on to become a quadriplegic by the time I was like nine or 10. And the time I was like nine or 10. And the time I was like nine or 10. And dude, my dad, he would work restaurant dude, my dad, he would work restaurant dude, my dad, he would work restaurant hours, which anyone familiar with this hours, which anyone familiar with this hours, which anyone familiar with this industry knows that's a lot of hours. He industry knows that's a lot of hours. He industry knows that's a lot of hours. He was a great dad to me, but then he would was a great dad to me, but then he would was a great dad to me, but then he would also legitimately care for her, like get also legitimately care for her, like get also legitimately care for her, like get her out of bed, put her in her her out of bed, put her in her her out of bed, put her in her wheelchair, wash her, feed her. And so wheelchair, wash her, feed her. And so wheelchair, wash her, feed her. And so this was just the guy I just wanted to this was just the guy I just wanted to this was just the guy I just wanted to be like him. Whatever he did for a be like him. Whatever he did for a be like him. Whatever he did for a living, that was likely the thing that I living, that was likely the thing that I living, that was likely the thing that I would have wanted to do. And because of would have wanted to do. And because of would have wanted to do. And because of how much I've always how much I've always how much I've always held him in such high esteem, I I really held him in such high esteem, I I really held him in such high esteem, I I really I had the wherewithal to just let him I had the wherewithal to just let him I had the wherewithal to just let him guide my career for a very long time. guide my career for a very long time. guide my career for a very long time. Um, I knew I wanted to be in Um, I knew I wanted to be in Um, I knew I wanted to be in restaurants. I knew I wanted to go to restaurants. I knew I wanted to go to restaurants. I knew I wanted to go to Cornell to study hospitality. I knew I Cornell to study hospitality. I knew I Cornell to study hospitality. I knew I wanted to open a restaurant in New York wanted to open a restaurant in New York wanted to open a restaurant in New York City. But he he really made me approach City. But he he really made me approach City. But he he really made me approach that in a very incremental way. I worked that in a very incremental way. I worked that in a very incremental way. I worked in kitchens of some of the best in kitchens of some of the best in kitchens of some of the best restaurants in America. I started as a restaurants in America. I started as a restaurants in America. I started as a bus boy, a dishwasher. I did all of the bus boy, a dishwasher. I did all of the bus boy, a dishwasher. I did all of the steps um all the way through. That's how steps um all the way through. That's how steps um all the way through. That's how that's how I fell in love with that's how I fell in love with that's how I fell in love with restaurants. But how I fell in love with restaurants. But how I fell in love with restaurants. But how I fell in love with hospitality is is different because hospitality is is different because hospitality is is different because for me I think everything can be for me I think everything can be for me I think everything can be hospitality. Restaurants were just the hospitality. Restaurants were just the hospitality. Restaurants were just the mechanism that I pursued that craft mechanism that I pursued that craft mechanism that I pursued that craft through. through. through. And I fell in love with hospitality And I fell in love with hospitality And I fell in love with hospitality through my mom through my mom through my mom and my dad. I mean watching him care for and my dad. I mean watching him care for and my dad. I mean watching him care for her and never once feeling bad for her and never once feeling bad for her and never once feeling bad for himself. But to the contrary, himself. But to the contrary, himself. But to the contrary, even as a kid, I wouldn't have even as a kid, I wouldn't have even as a kid, I wouldn't have articulated it this way, but he articulated it this way, but he articulated it this way, but he he drew joy and pleasure from getting to he drew joy and pleasure from getting to he drew joy and pleasure from getting to care for this woman. And then as I got care for this woman. And then as I got care for this woman. And then as I got older and had the ability to start older and had the ability to start older and had the ability to start chipping in and being a part of the chipping in and being a part of the chipping in and being a part of the team, as I fed her or as I cared for team, as I fed her or as I cared for team, as I fed her or as I cared for her, her, her, to this day, I to this day, I to this day, I will say there are few things more will say there are few things more will say there are few things more energizing for me than when I get to the energizing for me than when I get to the energizing for me than when I get to the look see the look on someone else's face look see the look on someone else's face look see the look on someone else's face when they've received a gift I'm when they've received a gift I'm when they've received a gift I'm responsible for giving them. responsible for giving them. responsible for giving them. And I think I felt that for the first And I think I felt that for the first And I think I felt that for the first time caring for her. time caring for her. time caring for her. And then I got to work for Danny Meyer, And then I got to work for Danny Meyer, And then I got to work for Danny Meyer, who's like the greatest hospitality who's like the greatest hospitality who's like the greatest hospitality restaurant ever. And restaurant ever. And restaurant ever. And through him, well, he gave me the through him, well, he gave me the through him, well, he gave me the foundation upon which everything I've foundation upon which everything I've foundation upon which everything I've built was was set upon. built was was set upon. built was was set upon. >> What did you learn from him? >> There's two fundamental things. One, >> There's two fundamental things. One, when I was coming up, chefs were cool. when I was coming up, chefs were cool. when I was coming up, chefs were cool. The dining room guy, no one no one cared The dining room guy, no one no one cared The dining room guy, no one no one cared about the dining room guys except for about the dining room guys except for about the dining room guys except for Danny. Danny. Danny. And I think it's important to have And I think it's important to have And I think it's important to have someone who is cool and celebrated, someone who is cool and celebrated, someone who is cool and celebrated, who's good at the thing that you want to who's good at the thing that you want to who's good at the thing that you want to be good at. So you have someone to be good at. So you have someone to be good at. So you have someone to aspire to one day want to be. aspire to one day want to be. aspire to one day want to be. >> That's not something I learned from him. >> That's not something I learned from him. >> That's not something I learned from him. But that's one of the things that made But that's one of the things that made But that's one of the things that made him so appealing to me. He he was like a him so appealing to me. He he was like a him so appealing to me. He he was like a goalpost. I was like, gosh, I want to be goalpost. I was like, gosh, I want to be goalpost. I was like, gosh, I want to be like that guy. like that guy. like that guy. But of the many things I learned from But of the many things I learned from But of the many things I learned from him, one, the entire framework of how he him, one, the entire framework of how he him, one, the entire framework of how he built his culture was something he built his culture was something he built his culture was something he called enlightened hospitality, which called enlightened hospitality, which called enlightened hospitality, which you take care of the people that work you take care of the people that work you take care of the people that work with you first and then the customer. with you first and then the customer. with you first and then the customer. And And And it's the most scalable and thoughtful it's the most scalable and thoughtful it's the most scalable and thoughtful approach to take in running a business. approach to take in running a business. approach to take in running a business. If I invest in the people on my team, If I invest in the people on my team, If I invest in the people on my team, they're going to be well equipped to they're going to be well equipped to they're going to be well equipped to turn around and pay that investment turn around and pay that investment turn around and pay that investment forward. forward. forward. But the other thing I learned from him But the other thing I learned from him But the other thing I learned from him that I will never that I will never that I will never I will try to never stop embodying I will try to never stop embodying I will try to never stop embodying is the power of language. is the power of language. is the power of language. Danny is a master of these isms, these Danny is a master of these isms, these Danny is a master of these isms, these short succinct articulations of his core short succinct articulations of his core short succinct articulations of his core values. And in creating these things, values. And in creating these things, values. And in creating these things, it's a meta signal to everyone on the it's a meta signal to everyone on the it's a meta signal to everyone on the team that those things mattered to him team that those things mattered to him team that those things mattered to him and by definition needed to matter to and by definition needed to matter to and by definition needed to matter to all of us and gave us an established all of us and gave us an established all of us and gave us an established shortorthhand shortorthhand shortorthhand to use amongst one another to reaffirm to use amongst one another to reaffirm to use amongst one another to reaffirm these ideas. Whether it was these ideas. Whether it was these ideas. Whether it was um the swan was a thing we'd always talk um the swan was a thing we'd always talk um the swan was a thing we'd always talk about how you move through a room, about how you move through a room, about how you move through a room, you're elegant on the top in spite of you're elegant on the top in spite of you're elegant on the top in spite of the fact that your feet might be kicking the fact that your feet might be kicking the fact that your feet might be kicking like crazy beneath the surface. like crazy beneath the surface. like crazy beneath the surface. constant gentle pressure. constant gentle pressure. constant gentle pressure. This idea that if you want to be the This idea that if you want to be the This idea that if you want to be the best, you are constantly pushing those best, you are constantly pushing those best, you are constantly pushing those around you to be better, but around you to be better, but around you to be better, but you push them gently. you push them gently. you push them gently. Um, and he had so many of these things, Um, and he had so many of these things, Um, and he had so many of these things, but people always say actions speak but people always say actions speak but people always say actions speak louder than words, and they do, but louder than words, and they do, but louder than words, and they do, but words matter. words matter. words matter. And I think too many people invest too And I think too many people invest too And I think too many people invest too little time little time little time finding the right ways to articulate finding the right ways to articulate finding the right ways to articulate what matters to them what matters to them what matters to them and in doing so aren't communicating and in doing so aren't communicating and in doing so aren't communicating their ideas clearly enough to the people their ideas clearly enough to the people their ideas clearly enough to the people around them. around them. around them. >> Okay. So you managed to get from >> Okay. So you managed to get from >> Okay. So you managed to get from 12-year-old dreamer to bus boy pot 12-year-old dreamer to bus boy pot 12-year-old dreamer to bus boy pot washer washer washer service lad service lad service lad all the way up to working all the way up all the way up to working all the way up all the way up to working all the way up to working under Danny Mer. Um, and then to working under Danny Mer. Um, and then to working under Danny Mer. Um, and then there's still even further to go because there's still even further to go because there's still even further to go because the difference between no restaurant and the difference between no restaurant and the difference between no restaurant and an okay restaurant and an okay an okay restaurant and an okay an okay restaurant and an okay restaurant and the best restaurant in restaurant and the best restaurant in restaurant and the best restaurant in the world, the world, the world, >> most of the journey is ahead of you once >> most of the journey is ahead of you once >> most of the journey is ahead of you once you've got the restaurant. you've got the restaurant. you've got the restaurant. >> Yes. >> Yes. >> Yes. You know, my dad, he gave me this paper You know, my dad, he gave me this paper You know, my dad, he gave me this paper weight when I was a kid. I still have it weight when I was a kid. I still have it weight when I was a kid. I still have it on my desk today. On it, it says, "What on my desk today. On it, it says, "What on my desk today. On it, it says, "What would you attempt to do if you knew you would you attempt to do if you knew you would you attempt to do if you knew you could not fail?" could not fail?" could not fail?" And I freaking love that question. I And I freaking love that question. I And I freaking love that question. I believe it can call you to greatness if believe it can call you to greatness if believe it can call you to greatness if you let it. I mean, listen, when I went you let it. I mean, listen, when I went you let it. I mean, listen, when I went to I went to work at Love Madison Park to I went to work at Love Madison Park to I went to work at Love Madison Park for Danny Meyer, I bought the restaurant for Danny Meyer, I bought the restaurant for Danny Meyer, I bought the restaurant from him a few years later. from him a few years later. from him a few years later. And I was only meant to be there for a And I was only meant to be there for a And I was only meant to be there for a year or so because at that point in my year or so because at that point in my year or so because at that point in my career, I did not like fine dining. I career, I did not like fine dining. I career, I did not like fine dining. I didn't like the idea that I, as a didn't like the idea that I, as a didn't like the idea that I, as a hospitality person, as a dining room hospitality person, as a dining room hospitality person, as a dining room guy, um, increasingly found myself guy, um, increasingly found myself guy, um, increasingly found myself trying to convince the chef that what I trying to convince the chef that what I trying to convince the chef that what I cared about mattered as much as what cared about mattered as much as what cared about mattered as much as what they cared about. Um, and so Danny they cared about. Um, and so Danny they cared about. Um, and so Danny offered me this job to go to 11 offered me this job to go to 11 offered me this job to go to 11 medicine. And I said, "Yes, I'll do it medicine. And I said, "Yes, I'll do it medicine. And I said, "Yes, I'll do it for a year, but then I want to run Shake for a year, but then I want to run Shake for a year, but then I want to run Shake Shack." Shack." Shack." Um, and he agreed. Um, and he agreed. Um, and he agreed. And I did it. But a year in, And I did it. But a year in, And I did it. But a year in, I had already started to realize that I had already started to realize that I had already started to realize that just because it was that way in other just because it was that way in other just because it was that way in other fine dining restaurants, it didn't need fine dining restaurants, it didn't need fine dining restaurants, it didn't need to be that way in ours. Um, and I found to be that way in ours. Um, and I found to be that way in ours. Um, and I found myself having fun myself having fun myself having fun delivering this like really really delivering this like really really delivering this like really really high-end level of service because high-end level of service because high-end level of service because we had created this space where we were we had created this space where we were we had created this space where we were challenging how things had been done and challenging how things had been done and challenging how things had been done and bringing a more casual modern bringing a more casual modern bringing a more casual modern sensibility to the experience sensibility to the experience sensibility to the experience and that really started to work for us. and that really started to work for us. and that really started to work for us. We were maniacally focused on excellence We were maniacally focused on excellence We were maniacally focused on excellence but doing it in a way that was but doing it in a way that was but doing it in a way that was enjoyable. And eventually we got four enjoyable. And eventually we got four enjoyable. And eventually we got four stars from the New York Times. We got stars from the New York Times. We got stars from the New York Times. We got three Michelin stars. And then we got three Michelin stars. And then we got three Michelin stars. And then we got added to the list of the 50 best added to the list of the 50 best added to the list of the 50 best restaurants. restaurants. restaurants. And I went there so excited. And that And I went there so excited. And that And I went there so excited. And that first year we came in last place. first year we came in last place. first year we came in last place. And some would say, "Yeah, you were And some would say, "Yeah, you were And some would say, "Yeah, you were number 50 in the entire world." In that number 50 in the entire world." In that number 50 in the entire world." In that room we were last. room we were last. room we were last. And that's just how I'm wired. That that And that's just how I'm wired. That that And that's just how I'm wired. That that was the perspective I had on that was the perspective I had on that was the perspective I had on that moment. moment. moment. And my dad always says adversity is a And my dad always says adversity is a And my dad always says adversity is a terrible thing to waste. You can't terrible thing to waste. You can't terrible thing to waste. You can't control what happens to you always, but control what happens to you always, but control what happens to you always, but you can control what you let it teach you can control what you let it teach you can control what you let it teach you, how you let it fuel your you, how you let it fuel your you, how you let it fuel your competitive spirit. And that night, I competitive spirit. And that night, I competitive spirit. And that night, I wrote down on a cocktail napkin, we will wrote down on a cocktail napkin, we will wrote down on a cocktail napkin, we will be number one. be number one. be number one. But a goal without a strategy is nothing But a goal without a strategy is nothing But a goal without a strategy is nothing more than a pipe dream. I think you more than a pipe dream. I think you more than a pipe dream. I think you needed to articulate what the impact needed to articulate what the impact needed to articulate what the impact would be. And at that point, every would be. And at that point, every would be. And at that point, every restaurant that had been number one was restaurant that had been number one was restaurant that had been number one was run by a chef. People who were run by a chef. People who were run by a chef. People who were unreasonable unreasonable unreasonable in pursuit of the food they were in pursuit of the food they were in pursuit of the food they were serving, relentless in pursuit of serving, relentless in pursuit of serving, relentless in pursuit of innovation, what new ingredients, innovation, what new ingredients, innovation, what new ingredients, techniques, all that. And that night, we techniques, all that. And that night, we techniques, all that. And that night, we made the choice. We were going to be made the choice. We were going to be made the choice. We were going to be unreasonable, but in pursuit of people unreasonable, but in pursuit of people unreasonable, but in pursuit of people and relentless in pursuit of the one and relentless in pursuit of the one and relentless in pursuit of the one thing that will never change, which is thing that will never change, which is thing that will never change, which is our basic human desire to feel seen, to our basic human desire to feel seen, to our basic human desire to feel seen, to feel cared for, to feel a sense of feel cared for, to feel a sense of feel cared for, to feel a sense of belonging. belonging. belonging. And so underneath we will be number one And so underneath we will be number one And so underneath we will be number one in the world I wrote those two words in the world I wrote those two words in the world I wrote those two words unreasonable hospitality and took a long unreasonable hospitality and took a long unreasonable hospitality and took a long time to get there but that became the time to get there but that became the time to get there but that became the thing that ultimately got us to the top. thing that ultimately got us to the top. thing that ultimately got us to the top. What what is the difference between What what is the difference between What what is the difference between service and hospitality between simply service and hospitality between simply service and hospitality between simply making amazing food and making people making amazing food and making people making amazing food and making people feel seen? feel seen? feel seen? So, I I think it's a great question So, I I think it's a great question So, I I think it's a great question because far too many people conflate because far too many people conflate because far too many people conflate service and hospitality as being one and service and hospitality as being one and service and hospitality as being one and the same. And the extent to which you the same. And the extent to which you the same. And the extent to which you understand they are two very different understand they are two very different understand they are two very different things, I think has a lot to do with the things, I think has a lot to do with the things, I think has a lot to do with the approach you take to work and to life. approach you take to work and to life. approach you take to work and to life. Um, one of the best answers I ever got Um, one of the best answers I ever got Um, one of the best answers I ever got to that question, what's the difference to that question, what's the difference to that question, what's the difference between service and hospitality was between service and hospitality was between service and hospitality was service is black and white. Hospitality service is black and white. Hospitality service is black and white. Hospitality is color. Service is the thing that you is color. Service is the thing that you is color. Service is the thing that you do. In my world, it's getting the right do. In my world, it's getting the right do. In my world, it's getting the right plate of food to the right person within plate of food to the right person within plate of food to the right person within the right amount of time. Hospitality is the right amount of time. Hospitality is the right amount of time. Hospitality is the extent to which that person feels a the extent to which that person feels a the extent to which that person feels a connection to you, feels seen by you, connection to you, feels seen by you, connection to you, feels seen by you, feels a sense of belonging, feels feels a sense of belonging, feels feels a sense of belonging, feels genuinely welcomed. genuinely welcomed. genuinely welcomed. There's this quote, it's my favorite There's this quote, it's my favorite There's this quote, it's my favorite about hospitality. Many people have about hospitality. Many people have about hospitality. Many people have heard it. It's from Maya Angelou. She heard it. It's from Maya Angelou. She heard it. It's from Maya Angelou. She said, "People will forget what you say. said, "People will forget what you say. said, "People will forget what you say. They will forget what you do, but they They will forget what you do, but they They will forget what you do, but they will never forget how you made them will never forget how you made them will never forget how you made them feel." And I believe that to be so very feel." And I believe that to be so very feel." And I believe that to be so very true when when I think and I'd imagine true when when I think and I'd imagine true when when I think and I'd imagine it's the same for you back on the it's the same for you back on the it's the same for you back on the experiences that linger with me. experiences that linger with me. experiences that linger with me. It's not because of some little thing It's not because of some little thing It's not because of some little thing that someone did for me or a plate of that someone did for me or a plate of that someone did for me or a plate of food that was served to me. It's it's food that was served to me. It's it's food that was served to me. It's it's about something that a human being did about something that a human being did about something that a human being did for me that made me feel some level of for me that made me feel some level of for me that made me feel some level of genuine connection to them and the genuine connection to them and the genuine connection to them and the experience. Those are the things that I experience. Those are the things that I experience. Those are the things that I remember. unreasonable hospitality is remember. unreasonable hospitality is remember. unreasonable hospitality is recognizing that to be true and choosing recognizing that to be true and choosing recognizing that to be true and choosing to be as relentless and creative and to be as relentless and creative and to be as relentless and creative and willing to do whatever it takes in willing to do whatever it takes in willing to do whatever it takes in pursuit of that. How you make people pursuit of that. How you make people pursuit of that. How you make people feel as relentless as most successful feel as relentless as most successful feel as relentless as most successful people are in pursuit of whatever people are in pursuit of whatever people are in pursuit of whatever product or service they're selling. product or service they're selling. product or service they're selling. Trust really is everything when it comes Trust really is everything when it comes Trust really is everything when it comes to supplements. A lot of brands may say to supplements. A lot of brands may say to supplements. A lot of brands may say that they are top quality, but very few that they are top quality, but very few that they are top quality, but very few can actually prove it. Which is why I can actually prove it. Which is why I can actually prove it. Which is why I partnered with Momentous. They make the partnered with Momentous. They make the partnered with Momentous. 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So, you're in this room with 49 other restaurants who have have been you other restaurants who have have been you other restaurants who have have been you uh and presumably there were some that uh and presumably there were some that uh and presumably there were some that served food that were better was better served food that were better was better served food that were better was better than you could have even served that than you could have even served that than you could have even served that there was a there was a there was a >> access to ingredients because maybe New >> access to ingredients because maybe New >> access to ingredients because maybe New York doesn't have this particular access York doesn't have this particular access York doesn't have this particular access level of freshness or something. A chef level of freshness or something. A chef level of freshness or something. A chef that's a once in a generation talent that's a once in a generation talent that's a once in a generation talent desserts that you can only get in this desserts that you can only get in this desserts that you can only get in this particular region of the whatever particular region of the whatever particular region of the whatever whatever. What were the big levers that whatever. What were the big levers that whatever. What were the big levers that you did pull on? What were the practical you did pull on? What were the practical you did pull on? What were the practical things that you did that made the things that you did that made the things that you did that made the biggest difference from 50 to number biggest difference from 50 to number biggest difference from 50 to number one? You know, there there are a few one? You know, there there are a few one? You know, there there are a few things and they all center around this things and they all center around this things and they all center around this idea that I think when people think idea that I think when people think idea that I think when people think about hospitality, they think, all about hospitality, they think, all about hospitality, they think, all right, I just need to hire nice people right, I just need to hire nice people right, I just need to hire nice people and encourage them to be nice. And I and encourage them to be nice. And I and encourage them to be nice. And I just don't believe that to be true. I I just don't believe that to be true. I I just don't believe that to be true. I I believe you can pursue it and systemize believe you can pursue it and systemize believe you can pursue it and systemize it and create conditions for it to it and create conditions for it to it and create conditions for it to thrive. The first thing we did was just thrive. The first thing we did was just thrive. The first thing we did was just look at the entire journey that we were look at the entire journey that we were look at the entire journey that we were extending to our customers, every single extending to our customers, every single extending to our customers, every single little touch point. In the same way that little touch point. In the same way that little touch point. In the same way that a chef obsesses over every ingredient on a chef obsesses over every ingredient on a chef obsesses over every ingredient on the plate, we obsessed over every moment the plate, we obsessed over every moment the plate, we obsessed over every moment of interaction, identifying each one of of interaction, identifying each one of of interaction, identifying each one of them. And then once we had, we got to them. And then once we had, we got to them. And then once we had, we got to dream about how we could make as many of dream about how we could make as many of dream about how we could make as many of them more awesome as humanly possible. I them more awesome as humanly possible. I them more awesome as humanly possible. I found that in any experience that found that in any experience that found that in any experience that someone serves, if you can elevate some someone serves, if you can elevate some someone serves, if you can elevate some of the most overlooked touch points, it of the most overlooked touch points, it of the most overlooked touch points, it can have the greatest impact on the can have the greatest impact on the can have the greatest impact on the experience as a whole. So whether it was experience as a whole. So whether it was experience as a whole. So whether it was how people were greeted when they walked how people were greeted when they walked how people were greeted when they walked through the door, normally you go into a through the door, normally you go into a through the door, normally you go into a restaurant, there's someone standing restaurant, there's someone standing restaurant, there's someone standing behind a physical barrier bathed in the behind a physical barrier bathed in the behind a physical barrier bathed in the glow of a iPad screen. They say, "Do you glow of a iPad screen. They say, "Do you glow of a iPad screen. They say, "Do you have a reservation code? Do you belong have a reservation code? Do you belong have a reservation code? Do you belong here?" And if you do, they turn to the here?" And if you do, they turn to the here?" And if you do, they turn to the person to the side and say, "Take them person to the side and say, "Take them person to the side and say, "Take them to table 43." And then you're carted to table 43." And then you're carted to table 43." And then you're carted through the room like cattle. I compare through the room like cattle. I compare through the room like cattle. I compare that to what it feels like when you come that to what it feels like when you come that to what it feels like when you come to my house for dinner. Did I throw open to my house for dinner. Did I throw open to my house for dinner. Did I throw open the door? I greet you by name. I give the door? I greet you by name. I give the door? I greet you by name. I give you a hug. I welcome you in. And so we you a hug. I welcome you in. And so we you a hug. I welcome you in. And so we spent an unbelievable amount of time and spent an unbelievable amount of time and spent an unbelievable amount of time and energy creating something that looked energy creating something that looked energy creating something that looked rather effortless, rather effortless, rather effortless, which was moving a podium around the which was moving a podium around the which was moving a podium around the corner. There was just a person standing corner. There was just a person standing corner. There was just a person standing there when you walked in. They had there when you walked in. They had there when you walked in. They had memorized every name that was coming in memorized every name that was coming in memorized every name that was coming in 15 minutes later, Googled everyone's 15 minutes later, Googled everyone's 15 minutes later, Googled everyone's pictures. If you ever had your picture pictures. If you ever had your picture pictures. If you ever had your picture on the internet, we knew what you looked on the internet, we knew what you looked on the internet, we knew what you looked like. There was sign language between like. There was sign language between like. There was sign language between that person and the person behind the that person and the person behind the that person and the person behind the screen. It just felt like you were screen. It just felt like you were screen. It just felt like you were engaging with a friend and then being engaging with a friend and then being engaging with a friend and then being walked into the room. I think in in any walked into the room. I think in in any walked into the room. I think in in any experience experience experience and we used to talk about it, we'd and we used to talk about it, we'd and we used to talk about it, we'd articulate it as we needed to earn articulate it as we needed to earn articulate it as we needed to earn informality. informality. informality. Um, genuine connection happens the Um, genuine connection happens the Um, genuine connection happens the moment the other person lets their guard moment the other person lets their guard moment the other person lets their guard down. And that happens normally down. And that happens normally down. And that happens normally in a less formal in a less formal in a less formal um environment, um environment, um environment, but yet someone walks into a restaurant but yet someone walks into a restaurant but yet someone walks into a restaurant like that and their guard is up. They like that and their guard is up. They like that and their guard is up. They might be a little bit intimidated. That might be a little bit intimidated. That might be a little bit intimidated. That might be their first big expensive meal. might be their first big expensive meal. might be their first big expensive meal. They might have worked really really They might have worked really really They might have worked really really hard to get that reservation. Everything hard to get that reservation. Everything hard to get that reservation. Everything we did was very meticulous and we did was very meticulous and we did was very meticulous and intentional to get people to let their intentional to get people to let their intentional to get people to let their guards down to feel genuinely at home. guards down to feel genuinely at home. guards down to feel genuinely at home. You know that moment when you are You know that moment when you are You know that moment when you are getting to know your partner's dad and getting to know your partner's dad and getting to know your partner's dad and you call them Mr. So and so and then you call them Mr. So and so and then you call them Mr. So and so and then eventually they say, "Hey, call me by my eventually they say, "Hey, call me by my eventually they say, "Hey, call me by my first name." first name." first name." >> That's the moment you know that you've >> That's the moment you know that you've >> That's the moment you know that you've been invited in. And we tried to very been invited in. And we tried to very been invited in. And we tried to very intentionally get to that point with our intentionally get to that point with our intentionally get to that point with our guests as quickly as possible so that guests as quickly as possible so that guests as quickly as possible so that we'd have as much time we'd have as much time we'd have as much time to develop a genuine relationship with to develop a genuine relationship with to develop a genuine relationship with them. them. them. That's one. Like really looking at the That's one. Like really looking at the That's one. Like really looking at the experience and identifying every experience and identifying every experience and identifying every opportunity we could just to make it a opportunity we could just to make it a opportunity we could just to make it a little bit more awesome, more fun, more little bit more awesome, more fun, more little bit more awesome, more fun, more connective, more genuine. connective, more genuine. connective, more genuine. Um, Um, Um, but then what we realized, and there's but then what we realized, and there's but then what we realized, and there's this story in in the book about a hot this story in in the book about a hot this story in in the book about a hot dog, which is a big breakthrough moment dog, which is a big breakthrough moment dog, which is a big breakthrough moment for me. I was in the dining room on a for me. I was in the dining room on a for me. I was in the dining room on a busier than normal lunch service, and I busier than normal lunch service, and I busier than normal lunch service, and I was helping out the team by clearing was helping out the team by clearing was helping out the team by clearing dirty plates. And I found myself dirty plates. And I found myself dirty plates. And I found myself clearing appetizers from a table of clearing appetizers from a table of clearing appetizers from a table of four. They were foodies, Europeans, on four. They were foodies, Europeans, on four. They were foodies, Europeans, on vacation to New York City just to eat at vacation to New York City just to eat at vacation to New York City just to eat at great restaurants. And in fact, this was great restaurants. And in fact, this was great restaurants. And in fact, this was their last meal. They were going their last meal. They were going their last meal. They were going straight to the airport from the straight to the airport from the straight to the airport from the restaurant to head back home. And while restaurant to head back home. And while restaurant to head back home. And while I was there, I overheard them talking I was there, I overheard them talking I was there, I overheard them talking about the trip and they were raving about the trip and they were raving about the trip and they were raving about it. They'd been to Leernadan and about it. They'd been to Leernadan and about it. They'd been to Leernadan and Danielle and Jeanjour, all the four-star Danielle and Jeanjour, all the four-star Danielle and Jeanjour, all the four-star restaurants and now 11 Madison Park. But restaurants and now 11 Madison Park. But restaurants and now 11 Madison Park. But then one woman jumped in and said, then one woman jumped in and said, then one woman jumped in and said, "Yeah, but you know what? We never got "Yeah, but you know what? We never got "Yeah, but you know what? We never got to have a New York City hot dog." And it to have a New York City hot dog." And it to have a New York City hot dog." And it was one of those light bulb moments. I was one of those light bulb moments. I was one of those light bulb moments. I ran to the kitchen, dropped off the ran to the kitchen, dropped off the ran to the kitchen, dropped off the plates, ran outside, grabbed a hot dog, plates, ran outside, grabbed a hot dog, plates, ran outside, grabbed a hot dog, ran back inside. Then came the hard ran back inside. Then came the hard ran back inside. Then came the hard part, which was convincing my fancy chef part, which was convincing my fancy chef part, which was convincing my fancy chef to actually serve it in our restaurant. to actually serve it in our restaurant. to actually serve it in our restaurant. But eventually he did and he cut the hot But eventually he did and he cut the hot But eventually he did and he cut the hot dog up into four perfect pieces. Put one dog up into four perfect pieces. Put one dog up into four perfect pieces. Put one on each plate. Added a little swish of on each plate. Added a little swish of on each plate. Added a little swish of ketchup, one of mustard, a little scoop ketchup, one of mustard, a little scoop ketchup, one of mustard, a little scoop of sauerkraut, one of relish, topped it of sauerkraut, one of relish, topped it of sauerkraut, one of relish, topped it off with like a micro herb or something off with like a micro herb or something off with like a micro herb or something to make it look fancy. And then before to make it look fancy. And then before to make it look fancy. And then before their final savory course, which at the their final savory course, which at the their final savory course, which at the time was our honey lavender glazed time was our honey lavender glazed time was our honey lavender glazed muscoi duck that had been dryaged for 2 muscoi duck that had been dryaged for 2 muscoi duck that had been dryaged for 2 weeks, weeks, weeks, I brought out what we in New York call a I brought out what we in New York call a I brought out what we in New York call a dirty water dog to the table and I dirty water dog to the table and I dirty water dog to the table and I explained it. I said, "Hey, I overheard explained it. I said, "Hey, I overheard explained it. I said, "Hey, I overheard you talking. we couldn't let you go home you talking. we couldn't let you go home you talking. we couldn't let you go home with any culinary regrets. Here's that with any culinary regrets. Here's that with any culinary regrets. Here's that hot dog. And dude, they freaked out. I hot dog. And dude, they freaked out. I hot dog. And dude, they freaked out. I mean, at that point in my career, I'd mean, at that point in my career, I'd mean, at that point in my career, I'd worked in some of the best restaurants worked in some of the best restaurants worked in some of the best restaurants in America. I'd served tens of millions in America. I'd served tens of millions in America. I'd served tens of millions of dollars worth of lobster and Wagyu of dollars worth of lobster and Wagyu of dollars worth of lobster and Wagyu beef. I had never seen anyone react to beef. I had never seen anyone react to beef. I had never seen anyone react to anything I'd served them like they did anything I'd served them like they did anything I'd served them like they did to that hot dog. to that hot dog. to that hot dog. And you know, athletes are always going And you know, athletes are always going And you know, athletes are always going to the tapes and they've had a bad game to the tapes and they've had a bad game to the tapes and they've had a bad game to see what they did wrong to try to to see what they did wrong to try to to see what they did wrong to try to make sure they don't repeat those make sure they don't repeat those make sure they don't repeat those mistakes. We all need to get better at mistakes. We all need to get better at mistakes. We all need to get better at going to the tapes when we've had a good going to the tapes when we've had a good going to the tapes when we've had a good game to see what we did well to make game to see what we did well to make game to see what we did well to make sure we keep on doing that thing. I sure we keep on doing that thing. I sure we keep on doing that thing. I think that's how you put intention to think that's how you put intention to think that's how you put intention to intuition. intuition. intuition. So, we went to the hot dog. What So, we went to the hot dog. What So, we went to the hot dog. What happened? happened? happened? It was just a few simple things. It just It was just a few simple things. It just It was just a few simple things. It just required being present, caring so much required being present, caring so much required being present, caring so much about them that I didn't care about about them that I didn't care about about them that I didn't care about anything else I needed to do. Required anything else I needed to do. Required anything else I needed to do. Required taking what we were doing seriously, but taking what we were doing seriously, but taking what we were doing seriously, but not ourselves so seriously. that we were not ourselves so seriously. that we were not ourselves so seriously. that we were unwilling to do something that to others unwilling to do something that to others unwilling to do something that to others would feel off-brand would feel off-brand would feel off-brand and it required this idea that genuine and it required this idea that genuine and it required this idea that genuine hospitality is onesizefits one. hospitality is onesizefits one. hospitality is onesizefits one. And we resourced that. We added a And we resourced that. We added a And we resourced that. We added a position to our team, someone whose only position to our team, someone whose only position to our team, someone whose only job was to help other people bring ideas job was to help other people bring ideas job was to help other people bring ideas like that to life over the course of like that to life over the course of like that to life over the course of service. And service. And service. And we did the craziest stuff that we did the craziest stuff that we did the craziest stuff that talk about that Maya Angelou quote. talk about that Maya Angelou quote. talk about that Maya Angelou quote. We're serving them amazing food. The We're serving them amazing food. The We're serving them amazing food. The service was about as close to service was about as close to service was about as close to technically perfect as possible. The technically perfect as possible. The technically perfect as possible. The dining room was remarkable. But the dining room was remarkable. But the dining room was remarkable. But the thing that people remembered thing that people remembered thing that people remembered were the things that we did just for were the things that we did just for were the things that we did just for them because we were willing to listen them because we were willing to listen them because we were willing to listen and then we cared enough to try a little and then we cared enough to try a little and then we cared enough to try a little bit harder to do something with what we bit harder to do something with what we bit harder to do something with what we heard. What are some of the other most heard. What are some of the other most heard. What are some of the other most unreasonable things that you've ever unreasonable things that you've ever unreasonable things that you've ever done for a guest? done for a guest? done for a guest? >> Oh my gosh, we we did so many crazy >> Oh my gosh, we we did so many crazy >> Oh my gosh, we we did so many crazy things. Um, one of my favorites is there things. Um, one of my favorites is there things. Um, one of my favorites is there was a family of four from Spain dining was a family of four from Spain dining was a family of four from Spain dining with us, parents and their children. We with us, parents and their children. We with us, parents and their children. We had these big windows. It started had these big windows. It started had these big windows. It started snowing. We learned that it was the snowing. We learned that it was the snowing. We learned that it was the kids' first time seeing real snow. The kids' first time seeing real snow. The kids' first time seeing real snow. The Dreamweaver somehow found a store still Dreamweaver somehow found a store still Dreamweaver somehow found a store still open at 8:00 on a Friday night selling open at 8:00 on a Friday night selling open at 8:00 on a Friday night selling sleds. And when they left the sleds. And when they left the sleds. And when they left the restaurant, we had an Uber SUV parked restaurant, we had an Uber SUV parked restaurant, we had an Uber SUV parked out front with sleds in the back, a big out front with sleds in the back, a big out front with sleds in the back, a big thermos of hot chocolate in the front. thermos of hot chocolate in the front. thermos of hot chocolate in the front. Um, Jimmy Fallon after we became number Um, Jimmy Fallon after we became number Um, Jimmy Fallon after we became number one in the world. He he sent us a note one in the world. He he sent us a note one in the world. He he sent us a note saying, "First number one in America, saying, "First number one in America, saying, "First number one in America, now number one in the world. What's now number one in the world. What's now number one in the world. What's next? Space." And he had dinner with us next? Space." And he had dinner with us next? Space." And he had dinner with us like a week later. And we um we had an like a week later. And we um we had an like a week later. And we um we had an elevator that went from the first floor elevator that went from the first floor elevator that went from the first floor to the second floor. It was an elevator to the second floor. It was an elevator to the second floor. It was an elevator that just went one floor. And halfway that just went one floor. And halfway that just went one floor. And halfway through his meal, we brought him and and through his meal, we brought him and and through his meal, we brought him and and his his friend back to the elevator and his his friend back to the elevator and his his friend back to the elevator and we had these two space suits and the we had these two space suits and the we had these two space suits and the elevator opened up and they went inside elevator opened up and they went inside elevator opened up and they went inside and we'd redecorated the entire inside and we'd redecorated the entire inside and we'd redecorated the entire inside of the elevator to look like a space of the elevator to look like a space of the elevator to look like a space shuttle. shuttle. shuttle. And all of the buttons were covered over And all of the buttons were covered over And all of the buttons were covered over except for one that just had an arrow except for one that just had an arrow except for one that just had an arrow that said space and that's the one that that said space and that's the one that that said space and that's the one that went to the next floor. And then you got went to the next floor. And then you got went to the next floor. And then you got up there and there was dry ice and up there and there was dry ice and up there and there was dry ice and liquid nitrogen and we like replicated liquid nitrogen and we like replicated liquid nitrogen and we like replicated space food. Um or we did one there was a space food. Um or we did one there was a space food. Um or we did one there was a couple dining with us. They just gotten couple dining with us. They just gotten couple dining with us. They just gotten married at city hall. Turned out they married at city hall. Turned out they married at city hall. Turned out they had a big wedding planned, but there was had a big wedding planned, but there was had a big wedding planned, but there was drama between the two families. Um they drama between the two families. Um they drama between the two families. Um they canceled the wedding. This was now their canceled the wedding. This was now their canceled the wedding. This was now their big night. And they were elated but sad big night. And they were elated but sad big night. And they were elated but sad by that fact. by that fact. by that fact. The server on her own committed herself The server on her own committed herself The server on her own committed herself to figuring out what their wedding song to figuring out what their wedding song to figuring out what their wedding song would have been. And we slowed down the would have been. And we slowed down the would have been. And we slowed down the meal just enough where they were one of meal just enough where they were one of meal just enough where they were one of the last tables in the room, which me the last tables in the room, which me the last tables in the room, which me meant most of my team was off the clock. meant most of my team was off the clock. meant most of my team was off the clock. Rather, they were up in the private Rather, they were up in the private Rather, they were up in the private dining room having an impromptu staff dining room having an impromptu staff dining room having an impromptu staff party. But it was not their staff party. party. But it was not their staff party. party. But it was not their staff party. It was that couple's wedding reception. It was that couple's wedding reception. It was that couple's wedding reception. And when they were done, we walked them And when they were done, we walked them And when they were done, we walked them upstairs. The moment they set foot over upstairs. The moment they set foot over upstairs. The moment they set foot over the threshold, we played their wedding the threshold, we played their wedding the threshold, we played their wedding song, Lovely Day by Bill Withers. We'd song, Lovely Day by Bill Withers. We'd song, Lovely Day by Bill Withers. We'd given them the gift of a first dance. given them the gift of a first dance. given them the gift of a first dance. And dude, every time we did one of these And dude, every time we did one of these And dude, every time we did one of these things, things, things, the restaurant was transformed. I mean, the restaurant was transformed. I mean, the restaurant was transformed. I mean, for the people we were serving, for the people we were serving, for the people we were serving, obviously, obviously, obviously, >> but also for us, >> but also for us, >> but also for us, um, I'd worked in restaurants my entire um, I'd worked in restaurants my entire um, I'd worked in restaurants my entire life. I'd never been a part of a team life. I'd never been a part of a team life. I'd never been a part of a team where the morale was so high and the where the morale was so high and the where the morale was so high and the team was so consistently engaged. team was so consistently engaged. team was so consistently engaged. 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Service. Well, hospitality, I suppose. Service. Well, hospitality, I suppose. >> Yeah. Listen, I think you get to a >> Yeah. Listen, I think you get to a >> Yeah. Listen, I think you get to a certain age certain age certain age and a vast majority of us and a vast majority of us and a vast majority of us like giving gifts at the holidays more like giving gifts at the holidays more like giving gifts at the holidays more than we like receiving them, right? Like than we like receiving them, right? Like than we like receiving them, right? Like I like getting gifts, but my favorite I like getting gifts, but my favorite I like getting gifts, but my favorite gift, if you and I were celebrating gift, if you and I were celebrating gift, if you and I were celebrating something and I spent a lot of time on a something and I spent a lot of time on a something and I spent a lot of time on a gift for you, my favorite gift is when gift for you, my favorite gift is when gift for you, my favorite gift is when you open it, if you're genuinely excited you open it, if you're genuinely excited you open it, if you're genuinely excited about what I gave you, that's a a very about what I gave you, that's a a very about what I gave you, that's a a very big gift for me. Um, and those that big gift for me. Um, and those that big gift for me. Um, and those that don't feel like that, don't feel like that, don't feel like that, I think they just don't feel like that I think they just don't feel like that I think they just don't feel like that yet because they've never fully yet because they've never fully yet because they've never fully experienced how good it feels to feel experienced how good it feels to feel experienced how good it feels to feel like that. like that. like that. There's investments of energy that are There's investments of energy that are There's investments of energy that are depleting and I think there are depleting and I think there are depleting and I think there are investments of energy that are investments of energy that are investments of energy that are energizing energizing energizing and at least for me bestowing and at least for me bestowing and at least for me bestowing graciousness upon others always falls graciousness upon others always falls graciousness upon others always falls into the latter camp. >> Why do you think so many companies >> Why do you think so many companies forget the human element then? forget the human element then? forget the human element then? Well, Well, Well, I think far too many companies follow I think far too many companies follow I think far too many companies follow that old adage, what gets measured gets that old adage, what gets measured gets that old adage, what gets measured gets managed. managed. managed. What I'm talking about, it's harder to What I'm talking about, it's harder to What I'm talking about, it's harder to put a ROI to it. Um, but just because put a ROI to it. Um, but just because put a ROI to it. Um, but just because it's harder to calculate the impact of it's harder to calculate the impact of it's harder to calculate the impact of this stuff doesn't mean it doesn't this stuff doesn't mean it doesn't this stuff doesn't mean it doesn't matter. In fact, in many ways, I believe matter. In fact, in many ways, I believe matter. In fact, in many ways, I believe it matters more. it matters more. it matters more. Um, every company I spend time with is Um, every company I spend time with is Um, every company I spend time with is you talk to the CEO or the president, you talk to the CEO or the president, you talk to the CEO or the president, whoever, they're all trying to identify whoever, they're all trying to identify whoever, they're all trying to identify what is their competitive advantage. what is their competitive advantage. what is their competitive advantage. And yet those conversations always And yet those conversations always And yet those conversations always center around the strength of the brand center around the strength of the brand center around the strength of the brand or the quality of the product. But or the quality of the product. But or the quality of the product. But here's the thing, it doesn't just matter here's the thing, it doesn't just matter here's the thing, it doesn't just matter how good the product is or how strong how good the product is or how strong how good the product is or how strong the brand is because eventually, and the brand is because eventually, and the brand is because eventually, and this is not my opinion, it's a fact. this is not my opinion, it's a fact. this is not my opinion, it's a fact. Time has proven it to be true, someone's Time has proven it to be true, someone's Time has proven it to be true, someone's going to build a better product. someone going to build a better product. someone going to build a better product. someone will create a stronger brand. The only will create a stronger brand. The only will create a stronger brand. The only competitive advantage that exists over competitive advantage that exists over competitive advantage that exists over the long term I I think that comes from the long term I I think that comes from the long term I I think that comes from hospitality from consistently and hospitality from consistently and hospitality from consistently and generously investing in relationships generously investing in relationships generously investing in relationships because we all know this they take a because we all know this they take a because we all know this they take a long time to build and if you build them long time to build and if you build them long time to build and if you build them in the right way the loyalty you earn in the right way the loyalty you earn in the right way the loyalty you earn takes a very long time to erode. I think takes a very long time to erode. I think takes a very long time to erode. I think the reason why a lot of companies don't the reason why a lot of companies don't the reason why a lot of companies don't think this way is because understandably think this way is because understandably think this way is because understandably they're so focused on today dollars that they're so focused on today dollars that they're so focused on today dollars that they're not focused enough on tomorrow they're not focused enough on tomorrow they're not focused enough on tomorrow dollars. dollars. dollars. >> They're maximizing profits now at at the >> They're maximizing profits now at at the >> They're maximizing profits now at at the expense of all those that lie ahead. expense of all those that lie ahead. expense of all those that lie ahead. >> It's really difficult to growth hack >> It's really difficult to growth hack >> It's really difficult to growth hack intimacy. intimacy. intimacy. >> Yeah. >> Yeah. >> Yeah. >> It's really hard. There's no way to >> It's really hard. There's no way to >> It's really hard. There's no way to speedrun it, right? Your chief growth speedrun it, right? Your chief growth speedrun it, right? Your chief growth officer is probably not looking at the officer is probably not looking at the officer is probably not looking at the intimacy metric. intimacy metric. intimacy metric. >> Yes. But they ought to be like I I >> Yes. But they ought to be like I I >> Yes. But they ought to be like I I really do believe there should be really do believe there should be really do believe there should be another line in the P&L. another line in the P&L. another line in the P&L. Um you know in most companies if you Um you know in most companies if you Um you know in most companies if you exceed revenue you're celebrated. If you exceed revenue you're celebrated. If you exceed revenue you're celebrated. If you go below expenses you are celebrated. go below expenses you are celebrated. go below expenses you are celebrated. But I think reinvesting in the community But I think reinvesting in the community But I think reinvesting in the community you are there to serve should be a line you are there to serve should be a line you are there to serve should be a line item in the P&L. If you undersspend on item in the P&L. If you undersspend on item in the P&L. If you undersspend on that line item, you should be penalized that line item, you should be penalized that line item, you should be penalized because you're you're reaping future because you're you're reaping future because you're you're reaping future benefits today and you're selling your benefits today and you're selling your benefits today and you're selling your future colleagues down the river. future colleagues down the river. future colleagues down the river. >> Didn't you do some mad stuff with how >> Didn't you do some mad stuff with how >> Didn't you do some mad stuff with how closely you looked at your set of closely you looked at your set of closely you looked at your set of accounts as well? accounts as well? accounts as well? >> Yeah, I call it the rule of 955. >> Yeah, I call it the rule of 955. >> Yeah, I call it the rule of 955. Um, which is manage every single dollar Um, which is manage every single dollar Um, which is manage every single dollar like an absolute maniac 95% of the time. like an absolute maniac 95% of the time. like an absolute maniac 95% of the time. And I mean like a maniac. No expense too And I mean like a maniac. No expense too And I mean like a maniac. No expense too small to be poured over. small to be poured over. small to be poured over. But you do that so that you earn the But you do that so that you earn the But you do that so that you earn the right to spend the last 5% foolishly. right to spend the last 5% foolishly. right to spend the last 5% foolishly. And I I put foolishly in air quotes And I I put foolishly in air quotes And I I put foolishly in air quotes normally because I don't think it's normally because I don't think it's normally because I don't think it's foolish spending at all. It's all this foolish spending at all. It's all this foolish spending at all. It's all this stuff that I'm talking about. I believe stuff that I'm talking about. I believe stuff that I'm talking about. I believe that spending actually carries the day that spending actually carries the day that spending actually carries the day because it's where you leave people with because it's where you leave people with because it's where you leave people with a lasting impression and a sense of a lasting impression and a sense of a lasting impression and a sense of loyalty and connection to to you and the loyalty and connection to to you and the loyalty and connection to to you and the brand that you are trying to create. What were the things that you were What were the things that you were focused on? What were some of the places focused on? What were some of the places focused on? What were some of the places that you that you that you decided to scrutinize more closely? I decided to scrutinize more closely? I decided to scrutinize more closely? I mean, everything. Literally everything. mean, everything. Literally everything. mean, everything. Literally everything. If anything was 5% over from the month If anything was 5% over from the month If anything was 5% over from the month before, we would do a deep dive into it. before, we would do a deep dive into it. before, we would do a deep dive into it. I I think you need to do that because I I think you need to do that because I I think you need to do that because listen, everything I'm talking about listen, everything I'm talking about listen, everything I'm talking about when I say you need to earn the right to when I say you need to earn the right to when I say you need to earn the right to do it, do it, do it, I mean that in two ways. One, you need I mean that in two ways. One, you need I mean that in two ways. One, you need to to to be cognizant enough with how you're be cognizant enough with how you're be cognizant enough with how you're managing your money that you have actual managing your money that you have actual managing your money that you have actual money to invest in this. Obviously, you money to invest in this. Obviously, you money to invest in this. Obviously, you need to legitimately earn the money to need to legitimately earn the money to need to legitimately earn the money to spend, but two, I think you better earn spend, but two, I think you better earn spend, but two, I think you better earn it because anyone not spending that last it because anyone not spending that last it because anyone not spending that last 5% foolishly, I I really do believe in 5% foolishly, I I really do believe in 5% foolishly, I I really do believe in the long term is being financially the long term is being financially the long term is being financially reckless. >> But where where we went from there, >> But where where we went from there, which is which is cool, is those stories which is which is cool, is those stories which is which is cool, is those stories I told you about the I told you about the I told you about the the wedding day or the sleds or they're the wedding day or the sleds or they're the wedding day or the sleds or they're amazing and yet you can't scale them, amazing and yet you can't scale them, amazing and yet you can't scale them, right? You need to hear someone say right? You need to hear someone say right? You need to hear someone say something. You need to come up with a something. You need to come up with a something. You need to come up with a good enough idea. You need to turn it good enough idea. You need to turn it good enough idea. You need to turn it around on the fly. You can't do that for around on the fly. You can't do that for around on the fly. You can't do that for as many people as you are invariably as many people as you are invariably as many people as you are invariably doing business with. Um, doing business with. Um, doing business with. Um, but when you're doing something that's but when you're doing something that's but when you're doing something that's not scalable and it's really working, not scalable and it's really working, not scalable and it's really working, you need to ask yourself, can I put some you need to ask yourself, can I put some you need to ask yourself, can I put some level of system behind this? So we did level of system behind this? So we did level of system behind this? So we did an exercise that I think is an exercise that I think is an exercise that I think is transformational. I call it pattern transformational. I call it pattern transformational. I call it pattern recognition of recurring moments where recognition of recurring moments where recognition of recurring moments where we looked not for the touch points, the we looked not for the touch points, the we looked not for the touch points, the things that happen always for everyone, things that happen always for everyone, things that happen always for everyone, but the things that happen sometimes for but the things that happen sometimes for but the things that happen sometimes for some people as often as once a day, once some people as often as once a day, once some people as often as once a day, once every week. And by the way, every every week. And by the way, every every week. And by the way, every business has these, the good ones and business has these, the good ones and business has these, the good ones and the hard ones. And if you can name them the hard ones. And if you can name them the hard ones. And if you can name them in advance, decide what is the coolest in advance, decide what is the coolest in advance, decide what is the coolest way to respond every time that happens. way to respond every time that happens. way to respond every time that happens. Invest whatever is required to develop Invest whatever is required to develop Invest whatever is required to develop the assets needed for those reactions. M the assets needed for those reactions. M the assets needed for those reactions. M >> you can start making magic all the time. >> you can start making magic all the time. >> you can start making magic all the time. >> What? Like >> What? Like >> What? Like >> I'll give you one from my restaurant and >> I'll give you one from my restaurant and >> I'll give you one from my restaurant and I'll give you a couple from out in the I'll give you a couple from out in the I'll give you a couple from out in the world because I think they're so world because I think they're so world because I think they're so powerful. In my restaurant, a lot of powerful. In my restaurant, a lot of powerful. In my restaurant, a lot of people got engaged with us. Probably people got engaged with us. Probably people got engaged with us. Probably happened once, twice a week. And when happened once, twice a week. And when happened once, twice a week. And when that happened, we would pour them free that happened, we would pour them free that happened, we would pour them free champagne like most good restaurants champagne like most good restaurants champagne like most good restaurants would. Um but once we had identified would. Um but once we had identified would. Um but once we had identified that as an opportunity, we said, "How do that as an opportunity, we said, "How do that as an opportunity, we said, "How do we make this more awesome?" we make this more awesome?" we make this more awesome?" Tiffany and Co. had their offices across Tiffany and Co. had their offices across Tiffany and Co. had their offices across the park. One day, I went over there and the park. One day, I went over there and the park. One day, I went over there and started knocking on doors until I met started knocking on doors until I met started knocking on doors until I met the chief marketing officer. Eventually, the chief marketing officer. Eventually, the chief marketing officer. Eventually, convincing her to give me 1,000 of those convincing her to give me 1,000 of those convincing her to give me 1,000 of those iconic Tiffany blue boxes, each with two iconic Tiffany blue boxes, each with two iconic Tiffany blue boxes, each with two champagne fluts in them. Next time champagne fluts in them. Next time champagne fluts in them. Next time someone got engaged, we poured them free someone got engaged, we poured them free someone got engaged, we poured them free champagne like we always would have, but champagne like we always would have, but champagne like we always would have, but they wouldn't notice that their glasses they wouldn't notice that their glasses they wouldn't notice that their glasses looked just a little bit different from looked just a little bit different from looked just a little bit different from everyone else's glasses. And when they everyone else's glasses. And when they everyone else's glasses. And when they were done, we'd take them away, wash were done, we'd take them away, wash were done, we'd take them away, wash them, dry them, put them back in the them, dry them, put them back in the them, dry them, put them back in the box, and at the end of their meal, we'd box, and at the end of their meal, we'd box, and at the end of their meal, we'd gift them the glasses they toasted their gift them the glasses they toasted their gift them the glasses they toasted their engagement to. engagement to. engagement to. Was that less special because we had a Was that less special because we had a Was that less special because we had a bunch more in the back? No. Was it bunch more in the back? No. Was it bunch more in the back? No. Was it unbelievably easy for our team to unbelievably easy for our team to unbelievably easy for our team to deploy? Yeah. All they had to do was go deploy? Yeah. All they had to do was go deploy? Yeah. All they had to do was go into the back and grab a box. And I've into the back and grab a box. And I've into the back and grab a box. And I've talked to people who got engaged with us talked to people who got engaged with us talked to people who got engaged with us then who don't remember a single thing then who don't remember a single thing then who don't remember a single thing they ate, they ate, they ate, but they will never forget how we made but they will never forget how we made but they will never forget how we made them feel when we gave them those them feel when we gave them those them feel when we gave them those glasses. glasses. glasses. >> Here's here's an example from out in the >> Here's here's an example from out in the >> Here's here's an example from out in the world of a similar thing. world of a similar thing. world of a similar thing. Um, four months ago, I got on a flight. Um, four months ago, I got on a flight. Um, four months ago, I got on a flight. We pulled away from the jet bridge and We pulled away from the jet bridge and We pulled away from the jet bridge and that dreaded announcement comes over the that dreaded announcement comes over the that dreaded announcement comes over the speaker. Ladies and gentlemen, there's speaker. Ladies and gentlemen, there's speaker. Ladies and gentlemen, there's something wrong with the plane. We're something wrong with the plane. We're something wrong with the plane. We're going to be delayed here while they going to be delayed here while they going to be delayed here while they figure it out. We'll come back to you figure it out. We'll come back to you figure it out. We'll come back to you with more information when we have it. with more information when we have it. with more information when we have it. And those delays are the worst. A, you And those delays are the worst. A, you And those delays are the worst. A, you can't even go get a coffee anymore. B, can't even go get a coffee anymore. B, can't even go get a coffee anymore. B, there's always some dude three rows there's always some dude three rows there's always some dude three rows behind you that lets out that groan of behind you that lets out that groan of behind you that lets out that groan of exasperation. And the morale on the exasperation. And the morale on the exasperation. And the morale on the plane starts spiraling. plane starts spiraling. plane starts spiraling. But this time something different But this time something different But this time something different happened. The pilot came out of the happened. The pilot came out of the happened. The pilot came out of the cockpit. There were three families on cockpit. There were three families on cockpit. There were three families on the plane, parents and their kids. Pilot the plane, parents and their kids. Pilot the plane, parents and their kids. Pilot goes up to the first family, says to the goes up to the first family, says to the goes up to the first family, says to the kids, "Hey, you guys want a tour of the kids, "Hey, you guys want a tour of the kids, "Hey, you guys want a tour of the cockpit?" The kids are so excited. which cockpit?" The kids are so excited. which cockpit?" The kids are so excited. which made the people sitting around them a made the people sitting around them a made the people sitting around them a little bit excited, right? It started to little bit excited, right? It started to little bit excited, right? It started to uplift the vibe. Does the same for the uplift the vibe. Does the same for the uplift the vibe. Does the same for the second family, does the same for the second family, does the same for the second family, does the same for the third family. Now there's no more third family. Now there's no more third family. Now there's no more families. We're still delayed. The pilot families. We're still delayed. The pilot families. We're still delayed. The pilot just goes into the aisle and says loudly just goes into the aisle and says loudly just goes into the aisle and says loudly to the cabin, "Do any adults want to to the cabin, "Do any adults want to to the cabin, "Do any adults want to tour the cockpit." Adults started taking tour the cockpit." Adults started taking tour the cockpit." Adults started taking him up on it. Eventually, we take off. him up on it. Eventually, we take off. him up on it. Eventually, we take off. I'm a student of this stuff. So, I asked I'm a student of this stuff. So, I asked I'm a student of this stuff. So, I asked the flight attendant. I said, "Hey, what the flight attendant. I said, "Hey, what the flight attendant. I said, "Hey, what what was that?" She goes, "He's the what was that?" She goes, "He's the what was that?" She goes, "He's the best. Every time we're delayed on the best. Every time we're delayed on the best. Every time we're delayed on the tarmac, that's what he does. tarmac, that's what he does. tarmac, that's what he does. There's a pain point. You can't control There's a pain point. You can't control There's a pain point. You can't control it. This guy recognized that this was it. This guy recognized that this was it. This guy recognized that this was something he could do every time that something he could do every time that something he could do every time that happened to make it at minimum less happened to make it at minimum less happened to make it at minimum less painful and at least in the circumstance painful and at least in the circumstance painful and at least in the circumstance that I experienced quite enjoyable. This stuff exists. I would I guarantee This stuff exists. I would I guarantee if you look at your business if you look at your business if you look at your business >> there's these recurring moments. If you >> there's these recurring moments. If you >> there's these recurring moments. If you pick a good one and a bad one, figure pick a good one and a bad one, figure pick a good one and a bad one, figure out what would be the coolest way to out what would be the coolest way to out what would be the coolest way to respond. You can actually systemize respond. You can actually systemize respond. You can actually systemize graciousness. graciousness. graciousness. In other news, you've probably heard me In other news, you've probably heard me In other news, you've probably heard me talk about element before, and that's talk about element before, and that's talk about element before, and that's because I am frankly dependent on it. because I am frankly dependent on it. because I am frankly dependent on it. Uh, and it's how I've started my day Uh, and it's how I've started my day Uh, and it's how I've started my day every single morning. This is the best every single morning. This is the best every single morning. 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Yeah, because it's too hard to build it Yeah, because it's too hard to build it Yeah, because it's too hard to build it on the fly to have the specific server on the fly to have the specific server on the fly to have the specific server have that idea enough time to be able to have that idea enough time to be able to have that idea enough time to be able to reverse engineer what their first dance reverse engineer what their first dance reverse engineer what their first dance was and upstairs is actually there's was and upstairs is actually there's was and upstairs is actually there's room and we can do that. room and we can do that. room and we can do that. >> I mean I'm saying you should still do >> I mean I'm saying you should still do >> I mean I'm saying you should still do that stuff like to be innovative in that stuff like to be innovative in that stuff like to be innovative in hospitality do unscalable things all the hospitality do unscalable things all the hospitality do unscalable things all the time but you can't just do those things. time but you can't just do those things. time but you can't just do those things. >> Mhm. >> Mhm. >> Mhm. >> You need to have a innovatively things >> You need to have a innovatively things >> You need to have a innovatively things innovative things that are scalable as innovative things that are scalable as innovative things that are scalable as well. well. well. >> Exactly. >> Exactly. >> Exactly. >> Yeah. Yeah. Yeah, I was thinking about >> Yeah. Yeah. Yeah, I was thinking about >> Yeah. Yeah. Yeah, I was thinking about stuff. I I'm about to open up my first stuff. I I'm about to open up my first stuff. I I'm about to open up my first studio here in Austin and um we've got a studio here in Austin and um we've got a studio here in Austin and um we've got a bunch of guests coming in. It'll we'll bunch of guests coming in. It'll we'll bunch of guests coming in. It'll we'll start recording in it pretty soon. I'm start recording in it pretty soon. I'm start recording in it pretty soon. I'm thinking about the sort of guest thinking about the sort of guest thinking about the sort of guest experience about when they get met and experience about when they get met and experience about when they get met and about what it's like when they leave and about what it's like when they leave and about what it's like when they leave and we have some pretty cool merch and well we have some pretty cool merch and well we have some pretty cool merch and well maybe I could give them maybe I could maybe I could give them maybe I could maybe I could give them maybe I could give them some merch and maybe we could give them some merch and maybe we could give them some merch and maybe we could take a Polaroid and maybe the Polaroid take a Polaroid and maybe the Polaroid take a Polaroid and maybe the Polaroid there could be two two copies of it and there could be two two copies of it and there could be two two copies of it and they could have one and I could they could have one and I could they could have one and I could >> I could we could have one for the wall >> I could we could have one for the wall >> I could we could have one for the wall and then wouldn't that be cool? and then wouldn't that be cool? and then wouldn't that be cool? So yeah, I mean we used to do I I ran So yeah, I mean we used to do I I ran So yeah, I mean we used to do I I ran nightclubs for a very long time. So nightclubs for a very long time. So nightclubs for a very long time. So technically I was in the hospitality technically I was in the hospitality technically I was in the hospitality industry except for the fact that industry except for the fact that industry except for the fact that nightclubs are the least hospitalitable nightclubs are the least hospitalitable nightclubs are the least hospitalitable of all of the hospitality industry of all of the hospitality industry of all of the hospitality industry opportunities. opportunities. opportunities. >> Except that's one where you derive >> Except that's one where you derive >> Except that's one where you derive significant and genuine pleasure out of significant and genuine pleasure out of significant and genuine pleasure out of telling people they can't come in. telling people they can't come in. telling people they can't come in. >> Yeah. [ __ ] off. [ __ ] off everyone. Um uh >> Yeah. [ __ ] off. [ __ ] off everyone. Um uh >> Yeah. [ __ ] off. [ __ ] off everyone. Um uh and one of the things that we did which and one of the things that we did which and one of the things that we did which was using the peak end rule from Daniel was using the peak end rule from Daniel was using the peak end rule from Daniel Carneaman which you're probably familiar Carneaman which you're probably familiar Carneaman which you're probably familiar with from your your your time in with from your your your time in with from your your your time in restaurants. Um, we realized that we restaurants. Um, we realized that we restaurants. Um, we realized that we were we really great at peaks, but the were we really great at peaks, but the were we really great at peaks, but the ends of uh nights out are almost always ends of uh nights out are almost always ends of uh nights out are almost always the worst part. Yeah. Especially you're the worst part. Yeah. Especially you're the worst part. Yeah. Especially you're in the northeast of the UK, you've just in the northeast of the UK, you've just in the northeast of the UK, you've just spent all of this time in a club. Maybe spent all of this time in a club. Maybe spent all of this time in a club. Maybe you met a guy or a girl and now you've you met a guy or a girl and now you've you met a guy or a girl and now you've lost them and h whatever. I've had a bit lost them and h whatever. I've had a bit lost them and h whatever. I've had a bit much to drink. [ __ ] I've got work much to drink. [ __ ] I've got work much to drink. [ __ ] I've got work tomorrow. tomorrow. tomorrow. >> And then you get hit by this sort of >> And then you get hit by this sort of >> And then you get hit by this sort of wall of freezing cold wind and rain as wall of freezing cold wind and rain as wall of freezing cold wind and rain as you step outside and you're reminded you step outside and you're reminded you step outside and you're reminded that maybe you need a kebab, but maybe that maybe you need a kebab, but maybe that maybe you need a kebab, but maybe I'm not sure. Where's the c where can I I'm not sure. Where's the c where can I I'm not sure. Where's the c where can I get the taxi from? went, "Oh, I'm going get the taxi from? went, "Oh, I'm going get the taxi from? went, "Oh, I'm going to start chanting stuff." We were in the to start chanting stuff." We were in the to start chanting stuff." We were in the middle of a a city and there was middle of a a city and there was middle of a a city and there was residences everywhere and we got noise residences everywhere and we got noise residences everywhere and we got noise abatement orders all the time because abatement orders all the time because abatement orders all the time because the noise the UK is so parochial in the the noise the UK is so parochial in the the noise the UK is so parochial in the way that it's put together that um even way that it's put together that um even way that it's put together that um even the noise of your customers leaving the the noise of your customers leaving the the noise of your customers leaving the venue is apparently your responsibility venue is apparently your responsibility venue is apparently your responsibility sometimes. Um anyway, uh one of the sometimes. Um anyway, uh one of the sometimes. Um anyway, uh one of the things that we realized was that if we things that we realized was that if we things that we realized was that if we gave out lollipops, just little 10p gave out lollipops, just little 10p gave out lollipops, just little 10p lollipops in a big bucket with a nice lollipops in a big bucket with a nice lollipops in a big bucket with a nice smiley girl on the door as people were smiley girl on the door as people were smiley girl on the door as people were leaving, it did a ton of things. It leaving, it did a ton of things. It leaving, it did a ton of things. It stopped them from going to the kebab stopped them from going to the kebab stopped them from going to the kebab shop because they thought they'd got a shop because they thought they'd got a shop because they thought they'd got a little bit of something. It actually little bit of something. It actually little bit of something. It actually sobered them up a little bit because sobered them up a little bit because sobered them up a little bit because they finally got some glucose in their they finally got some glucose in their they finally got some glucose in their system that wasn't Red Bull. Uh, it system that wasn't Red Bull. Uh, it system that wasn't Red Bull. Uh, it caused them to shut up caused them to shut up caused them to shut up >> because they had >> because they had >> because they had >> because they had something in their >> because they had something in their >> because they had something in their mouth. mouth. mouth. >> Yes. >> Yes. >> Yes. >> And it stopped people from fighting >> And it stopped people from fighting >> And it stopped people from fighting because no two guys wanted to have a because no two guys wanted to have a because no two guys wanted to have a fight while they were sucking on a fight while they were sucking on a fight while they were sucking on a lollipop. >> No. By the way, that is an unbelievable >> No. By the way, that is an unbelievable example of the first thing I was talking example of the first thing I was talking example of the first thing I was talking about. Like what is every touch point? about. Like what is every touch point? about. Like what is every touch point? Your touch point is leaving. Leaving Your touch point is leaving. Leaving Your touch point is leaving. Leaving sucks. How do we make it suck less? sucks. How do we make it suck less? sucks. How do we make it suck less? >> Sorry. >> Sorry. >> Sorry. >> By giving them something to suck. Yeah. >> By giving them something to suck. Yeah. >> By giving them something to suck. Yeah. >> Yeah. Second. Um, yeah. It was funny. It >> Yeah. Second. Um, yeah. It was funny. It >> Yeah. Second. Um, yeah. It was funny. It was funny. I mean, I tried as I was was funny. I mean, I tried as I was was funny. I mean, I tried as I was starting to learn, you know, I was starting to learn, you know, I was starting to learn, you know, I was getting Rory Sutherland and pilled and getting Rory Sutherland and pilled and getting Rory Sutherland and pilled and Richard Short and Pled and understanding Richard Short and Pled and understanding Richard Short and Pled and understanding consumer behavior, I tried to implement consumer behavior, I tried to implement consumer behavior, I tried to implement as much of this as I could. Um, I guess as much of this as I could. Um, I guess as much of this as I could. Um, I guess margins, it's in fine dining, it must be margins, it's in fine dining, it must be margins, it's in fine dining, it must be at least somewhat easier because the at least somewhat easier because the at least somewhat easier because the margins may be a little bit nicer, I margins may be a little bit nicer, I margins may be a little bit nicer, I guess. But, um, I mean, guess. But, um, I mean, guess. But, um, I mean, >> we tried, we did, >> we tried, we did, >> we tried, we did, >> but actually not like people in our >> but actually not like people in our >> but actually not like people in our industry would say that fine dininging industry would say that fine dininging industry would say that fine dininging has the worst margins. I've just learned has the worst margins. I've just learned has the worst margins. I've just learned a long time ago that a long time ago that a long time ago that listen, you spend listen, you spend listen, you spend money somewhere. A lot of places have money somewhere. A lot of places have money somewhere. A lot of places have big marketing budgets. I think this is big marketing budgets. I think this is big marketing budgets. I think this is the best marketing you can do, the best marketing you can do, the best marketing you can do, >> right? You give people stories like this >> right? You give people stories like this >> right? You give people stories like this to tell. What do you think they're going to tell. What do you think they're going to tell. What do you think they're going to do? They're going to tell them over to do? They're going to tell them over to do? They're going to tell them over and over and over again. Um, and over and over again. Um, and over and over again. Um, and if you spend money on smart and if you spend money on smart and if you spend money on smart marketing, it's going to return itself marketing, it's going to return itself marketing, it's going to return itself to you over and over and over again. Are to you over and over and over again. Are to you over and over and over again. Are there any tricks, any hospitality tricks there any tricks, any hospitality tricks there any tricks, any hospitality tricks that you've seen that you've seen that you've seen at other fine dining places or uh even at other fine dining places or uh even at other fine dining places or uh even well-known restaurants that you well-known restaurants that you well-known restaurants that you experienced and you thought, "Fuck, I experienced and you thought, "Fuck, I experienced and you thought, "Fuck, I really wish that I thought of that one." really wish that I thought of that one." really wish that I thought of that one." I mean, coming up there were all sorts I mean, coming up there were all sorts I mean, coming up there were all sorts of little things that like I think in of little things that like I think in of little things that like I think in the beginning, like anyone when you're the beginning, like anyone when you're the beginning, like anyone when you're building a business and you're trying to building a business and you're trying to building a business and you're trying to get to a certain level. The best thing get to a certain level. The best thing get to a certain level. The best thing you can do is be a really good curator. you can do is be a really good curator. you can do is be a really good curator. Just go around and study other people Just go around and study other people Just go around and study other people and if they do something really well, and if they do something really well, and if they do something really well, take it and do the same thing. And if take it and do the same thing. And if take it and do the same thing. And if they do something kind of poorly, try to they do something kind of poorly, try to they do something kind of poorly, try to do it a little bit better. But you that do it a little bit better. But you that do it a little bit better. But you that only gets you to a certain point, right? only gets you to a certain point, right? only gets you to a certain point, right? Then eventually you're doing really Then eventually you're doing really Then eventually you're doing really well, but you need to start to develop well, but you need to start to develop well, but you need to start to develop your own point of view. I mean, I was your own point of view. I mean, I was your own point of view. I mean, I was inspired by Thomas Keller's restaurants inspired by Thomas Keller's restaurants inspired by Thomas Keller's restaurants and Daniel Belalude's restaurant, all and Daniel Belalude's restaurant, all and Daniel Belalude's restaurant, all the the the big people here, and I'd the the the big people here, and I'd the the the big people here, and I'd borrow little bits and pieces from each borrow little bits and pieces from each borrow little bits and pieces from each one of them. And that got us honestly one of them. And that got us honestly one of them. And that got us honestly onto that list, just last place on the onto that list, just last place on the onto that list, just last place on the list. list. list. >> It was from that point that we had to >> It was from that point that we had to >> It was from that point that we had to start developing our own stuff. But I start developing our own stuff. But I start developing our own stuff. But I will say this even today will say this even today will say this even today as I travel I'm learning so much from as I travel I'm learning so much from as I travel I'm learning so much from different people. Um this is something I different people. Um this is something I different people. Um this is something I learned from a guy who read my book and learned from a guy who read my book and learned from a guy who read my book and was inspired by it and tried to figure was inspired by it and tried to figure was inspired by it and tried to figure out a way to put it to work in his out a way to put it to work in his out a way to put it to work in his world. But his world is very different world. But his world is very different world. But his world is very different from the one I came from. He owns two from the one I came from. He owns two from the one I came from. He owns two UPS stores in Sarasota, Florida, which UPS stores in Sarasota, Florida, which UPS stores in Sarasota, Florida, which are not the places anyone would are not the places anyone would are not the places anyone would immediately think of as being the most immediately think of as being the most immediately think of as being the most hospitable in the world. But he wanted hospitable in the world. But he wanted hospitable in the world. But he wanted to figure out how to put this into to figure out how to put this into to figure out how to put this into practice. And so he came up with an idea practice. And so he came up with an idea practice. And so he came up with an idea and he shared it with me because he said and he shared it with me because he said and he shared it with me because he said it transformed his entire culture. He it transformed his entire culture. He it transformed his entire culture. He made a rule that everyone that worked made a rule that everyone that worked made a rule that everyone that worked for him, that worked the register, they for him, that worked the register, they for him, that worked the register, they were required to once a day, one time were required to once a day, one time were required to once a day, one time during their shift comp someone's order during their shift comp someone's order during their shift comp someone's order up to whatever 30 bucks. up to whatever 30 bucks. up to whatever 30 bucks. That one change transformed the culture That one change transformed the culture That one change transformed the culture of his stores and it was a winwin win. of his stores and it was a winwin win. of his stores and it was a winwin win. It was a win for the person on the It was a win for the person on the It was a win for the person on the receiving end. Imagine if you went to a receiving end. Imagine if you went to a receiving end. Imagine if you went to a UPS store to like send something to your UPS store to like send something to your UPS store to like send something to your mom and they're like, "Sir, it's on us mom and they're like, "Sir, it's on us mom and they're like, "Sir, it's on us today." today." today." >> You'd be like, "What the [ __ ] is going >> You'd be like, "What the [ __ ] is going >> You'd be like, "What the [ __ ] is going on?" Like it would blow your mind and on?" Like it would blow your mind and on?" Like it would blow your mind and you would talk about that like you'd be you would talk about that like you'd be you would talk about that like you'd be like, "Dude, the weirdest thing like, "Dude, the weirdest thing like, "Dude, the weirdest thing happened. I was at the UPS store." happened. I was at the UPS store." happened. I was at the UPS store." It was a win for the people that worked It was a win for the people that worked It was a win for the people that worked there because listen, I don't care what there because listen, I don't care what there because listen, I don't care what you do. I don't believe you can do it you do. I don't believe you can do it you do. I don't believe you can do it well well well if you don't feel some level of genuine if you don't feel some level of genuine if you don't feel some level of genuine appreciation for for doing it. And there appreciation for for doing it. And there appreciation for for doing it. And there are places that even the most generous are places that even the most generous are places that even the most generous among us aren't necessarily good at among us aren't necessarily good at among us aren't necessarily good at showing appreciation for the people that showing appreciation for the people that showing appreciation for the people that work there. Um, and yet the people that work there. Um, and yet the people that work there. Um, and yet the people that work there when they did comp someone, work there when they did comp someone, work there when they did comp someone, they're like, "Oh my gosh, they really they're like, "Oh my gosh, they really they're like, "Oh my gosh, they really appreciated that. This feels great." appreciated that. This feels great." appreciated that. This feels great." >> It's the freest gift ever, right? It's >> It's the freest gift ever, right? It's >> It's the freest gift ever, right? It's it's somebody else's picking up the it's somebody else's picking up the it's somebody else's picking up the check for you gaining the goodwill. check for you gaining the goodwill. check for you gaining the goodwill. >> Exactly. But that's what led to the >> Exactly. But that's what led to the >> Exactly. But that's what led to the third one because when he implemented third one because when he implemented third one because when he implemented the rule, they were required to do that. the rule, they were required to do that. the rule, they were required to do that. But after they started feeling that But after they started feeling that But after they started feeling that level of appreciation, now they were level of appreciation, now they were level of appreciation, now they were allowed to do it, but only one time a allowed to do it, but only one time a allowed to do it, but only one time a day, day, day, >> which meant they had to now work to more >> which meant they had to now work to more >> which meant they had to now work to more deeply understand everyone that walked deeply understand everyone that walked deeply understand everyone that walked through the doors of that store to through the doors of that store to through the doors of that store to decide who deserved it the most. decide who deserved it the most. decide who deserved it the most. Was it someone having a good day that Was it someone having a good day that Was it someone having a good day that needed a cherry on top? Was it someone needed a cherry on top? Was it someone needed a cherry on top? Was it someone having a bad day that needed something having a bad day that needed something having a bad day that needed something to go right? every customer was to go right? every customer was to go right? every customer was receiving better service and hospitality receiving better service and hospitality receiving better service and hospitality in pursuit of figuring out who was going in pursuit of figuring out who was going in pursuit of figuring out who was going to get that one gift. to get that one gift. to get that one gift. >> I was thinking about I have this uh >> I was thinking about I have this uh >> I was thinking about I have this uh smarter energy drink uh called Newtonic smarter energy drink uh called Newtonic smarter energy drink uh called Newtonic and one of the things that we did for and one of the things that we did for and one of the things that we did for the investors. We we raised our first the investors. We we raised our first the investors. We we raised our first round and you know you never forget your round and you know you never forget your round and you know you never forget your first. first. first. >> Yeah. So, we got um metal cards made and >> Yeah. So, we got um metal cards made and >> Yeah. So, we got um metal cards made and these metal cards have got a near field these metal cards have got a near field these metal cards have got a near field communication chip in them and what all communication chip in them and what all communication chip in them and what all of the investors were told to do is to of the investors were told to do is to of the investors were told to do is to keep the card in their wallet and then keep the card in their wallet and then keep the card in their wallet and then if they were ever at a party and the if they were ever at a party and the if they were ever at a party and the topic of neutropics or brain health or topic of neutropics or brain health or topic of neutropics or brain health or cognitive function or energy drinks, cognitive function or energy drinks, cognitive function or energy drinks, it's like, oh yeah, you know, I haven't it's like, oh yeah, you know, I haven't it's like, oh yeah, you know, I haven't been able to focus so much or my mood's been able to focus so much or my mood's been able to focus so much or my mood's been a little bit down or I've been been a little bit down or I've been been a little bit down or I've been thinking about trying to improve my my thinking about trying to improve my my thinking about trying to improve my my dopamine or I want to get of using so dopamine or I want to get of using so dopamine or I want to get of using so much caffeine. I'm really whatever what much caffeine. I'm really whatever what much caffeine. I'm really whatever what however it sort of slotted in. They had however it sort of slotted in. They had however it sort of slotted in. They had this gold card that had their their name this gold card that had their their name this gold card that had their their name on and investment. All that they needed on and investment. All that they needed on and investment. All that they needed to do was take the card and if they just to do was take the card and if they just to do was take the card and if they just tap it on someone's phone, it opens up a tap it on someone's phone, it opens up a tap it on someone's phone, it opens up a website on their phone where they just website on their phone where they just website on their phone where they just put their address in and we ship them a put their address in and we ship them a put their address in and we ship them a case for free. We ship them one case of case for free. We ship them one case of case for free. We ship them one case of everything for free. So, it's like a everything for free. So, it's like a everything for free. So, it's like a business card, but it's a functional business card, but it's a functional business card, but it's a functional business card. All they do, tap it on business card. All they do, tap it on business card. All they do, tap it on the phone, boom, just put your address the phone, boom, just put your address the phone, boom, just put your address in there, and then two days later, in there, and then two days later, in there, and then two days later, they'll get one of everything. they'll get one of everything. they'll get one of everything. >> And by the way, it's a brilliant gift >> And by the way, it's a brilliant gift >> And by the way, it's a brilliant gift because you're giving your investors the because you're giving your investors the because you're giving your investors the gift of giving other people gifts gift of giving other people gifts gift of giving other people gifts >> and invariably >> and invariably >> and invariably they're now doing more consistent they're now doing more consistent they're now doing more consistent marketing on your behalf. marketing on your behalf. marketing on your behalf. >> Of course. Of course. These people are >> Of course. Of course. These people are >> Of course. Of course. These people are in room like these are the people that in room like these are the people that in room like these are the people that are investing in us. They're in the big are investing in us. They're in the big are investing in us. They're in the big rooms. So, yeah, it was uh that was fun. rooms. So, yeah, it was uh that was fun. rooms. So, yeah, it was uh that was fun. I um I have no idea where mine is. One I um I have no idea where mine is. One I um I have no idea where mine is. One of the We did need to put the kaibos on of the We did need to put the kaibos on of the We did need to put the kaibos on one of the lads. that works for me. Um one of the lads. that works for me. Um one of the lads. that works for me. Um because he had given away more money because he had given away more money because he had given away more money than he didn't more money in stock than than he didn't more money in stock than than he didn't more money in stock than he'd invested. he'd invested. he'd invested. >> I was about to I didn't want to like I >> I was about to I didn't want to like I >> I was about to I didn't want to like I didn't want to like crush the vibe of didn't want to like crush the vibe of didn't want to like crush the vibe of that story, but I was about to say, did that story, but I was about to say, did that story, but I was about to say, did anyone take too much advantage of it? anyone take too much advantage of it? anyone take too much advantage of it? >> Yeah, we had to we had to have we had to >> Yeah, we had to we had to have we had to >> Yeah, we had to we had to have we had to have an intervention with one of the one have an intervention with one of the one have an intervention with one of the one of the lads that works for me. I was of the lads that works for me. I was of the lads that works for me. I was like, "Look, mate, this is good, but the like, "Look, mate, this is good, but the like, "Look, mate, this is good, but the check size wasn't that big." Don't don't check size wasn't that big." Don't don't check size wasn't that big." Don't don't tip your Uber driver with a bunch of tip your Uber driver with a bunch of tip your Uber driver with a bunch of >> throwing them around on like how many >> throwing them around on like how many >> throwing them around on like how many girls did you speak to at Soho House in girls did you speak to at Soho House in girls did you speak to at Soho House in LA? [ __ ] hell. Crazy. Crazy. Um, you LA? [ __ ] hell. Crazy. Crazy. Um, you LA? [ __ ] hell. Crazy. Crazy. Um, you mentioned before about the difference mentioned before about the difference mentioned before about the difference between uh taking work seriously and between uh taking work seriously and between uh taking work seriously and taking yourself seriously. And um I've taking yourself seriously. And um I've taking yourself seriously. And um I've been kind of fascinated by this question been kind of fascinated by this question been kind of fascinated by this question myself. I I I like to take things myself. I I I like to take things myself. I I I like to take things seriously, but also you know that play seriously, but also you know that play seriously, but also you know that play and fun are where a lot of the enjoyment and fun are where a lot of the enjoyment and fun are where a lot of the enjoyment in life comes from. So in life comes from. So in life comes from. So what does that look like? How do you what does that look like? How do you what does that look like? How do you avoid seriousness in pursuit? avoid seriousness in pursuit? avoid seriousness in pursuit? Uh how do you stop that from bleeding Uh how do you stop that from bleeding Uh how do you stop that from bleeding over into seriousness of Persona? In over into seriousness of Persona? In over into seriousness of Persona? In other news, this episode is brought to other news, this episode is brought to other news, this episode is brought to you by RP Strength. This training app you by RP Strength. This training app you by RP Strength. This training app has made a huge impact on my gains and has made a huge impact on my gains and has made a huge impact on my gains and enjoyment in the gym over the last 2 enjoyment in the gym over the last 2 enjoyment in the gym over the last 2 years now. It's designed by Dr. Mike years now. It's designed by Dr. Mike years now. 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First, just in how you show up and do First, just in how you show up and do First, just in how you show up and do business. I think you need to take what business. I think you need to take what business. I think you need to take what you do seriously. But if you try to be you do seriously. But if you try to be you do seriously. But if you try to be so serious in how you do business, I so serious in how you do business, I so serious in how you do business, I actually think you're letting these actually think you're letting these actually think you're letting these self-imposed standards get in the way of self-imposed standards get in the way of self-imposed standards get in the way of you giving other people the things that you giving other people the things that you giving other people the things that will bring them the most joy. I think so will bring them the most joy. I think so will bring them the most joy. I think so many people, they're so focused on many people, they're so focused on many people, they're so focused on perfecting their own brands perfecting their own brands perfecting their own brands that they're not nearly focused enough that they're not nearly focused enough that they're not nearly focused enough on just pursuing people on just pursuing people on just pursuing people and they're selling themselves and those and they're selling themselves and those and they're selling themselves and those around them short as a result. Like joy around them short as a result. Like joy around them short as a result. Like joy and humor and humor and humor breaks down barriers. breaks down barriers. breaks down barriers. >> The more connected someone is to you, >> The more connected someone is to you, >> The more connected someone is to you, the more successful you will be in that the more successful you will be in that the more successful you will be in that relationship. And like a bit of levity relationship. And like a bit of levity relationship. And like a bit of levity goes a long way. And those that and I goes a long way. And those that and I goes a long way. And those that and I think some people that take themselves think some people that take themselves think some people that take themselves so seriously that's rooted in some level so seriously that's rooted in some level so seriously that's rooted in some level of insecurity. They they feel the need of insecurity. They they feel the need of insecurity. They they feel the need to always have their guard up. to always have their guard up. to always have their guard up. >> But if your guard's up, how are you ever >> But if your guard's up, how are you ever >> But if your guard's up, how are you ever going to expect someone else to let going to expect someone else to let going to expect someone else to let theirs down first? theirs down first? theirs down first? Now, as it pertains to just living a Now, as it pertains to just living a Now, as it pertains to just living a life worth living, life worth living, life worth living, what are we doing? Like nothing that any what are we doing? Like nothing that any what are we doing? Like nothing that any of us is doing is that important. We of us is doing is that important. We of us is doing is that important. We want to make an impact on the world. We want to make an impact on the world. We want to make an impact on the world. We want to put good out there, but gosh, we want to put good out there, but gosh, we want to put good out there, but gosh, we should have some fun along the way. And should have some fun along the way. And should have some fun along the way. And if we take we think that we're we are if we take we think that we're we are if we take we think that we're we are doing such important stuff that we can't doing such important stuff that we can't doing such important stuff that we can't have fun, I I think we just end up a not have fun, I I think we just end up a not have fun, I I think we just end up a not having a life that is nearly as having a life that is nearly as having a life that is nearly as enjoyable as it could be and b not being enjoyable as it could be and b not being enjoyable as it could be and b not being that enjoyable to be around. that enjoyable to be around. that enjoyable to be around. >> Oh yeah. And ultimately, >> Oh yeah. And ultimately, >> Oh yeah. And ultimately, even though it's very difficult to even though it's very difficult to even though it's very difficult to measure, measure, measure, one of the big mediators between a one of the big mediators between a one of the big mediators between a customer's experience and what's going customer's experience and what's going customer's experience and what's going on is the vibe of the staff. What's on is the vibe of the staff. What's on is the vibe of the staff. What's Yeah. Yeah. Yeah. So yeah, if it's this very stringent So yeah, if it's this very stringent So yeah, if it's this very stringent dictatorial sort of uptight dictatorial sort of uptight dictatorial sort of uptight u procedural thing, it's not I mean I u procedural thing, it's not I mean I u procedural thing, it's not I mean I work at a UPS store where each of us work at a UPS store where each of us work at a UPS store where each of us gets one credit to give a customer a gets one credit to give a customer a gets one credit to give a customer a free package each day. free package each day. free package each day. >> Yeah. >> Yeah. >> Yeah. >> Like that that is so different to I work >> Like that that is so different to I work >> Like that that is so different to I work at a UPS store whose uh package sending at a UPS store whose uh package sending at a UPS store whose uh package sending error rate is below 0.01%. error rate is below 0.01%. error rate is below 0.01%. >> Yeah. >> Yeah. >> Yeah. by the way. And I bet the two more often by the way. And I bet the two more often by the way. And I bet the two more often than not coincide, right? Like I I think than not coincide, right? Like I I think than not coincide, right? Like I I think you can feel joy in a room and every you can feel joy in a room and every you can feel joy in a room and every single business I've ever engaged with, single business I've ever engaged with, single business I've ever engaged with, if the people that work there are having if the people that work there are having if the people that work there are having fun, fun, fun, the experience will be better. They will the experience will be better. They will the experience will be better. They will do a better job. And it's pretty hard to do a better job. And it's pretty hard to do a better job. And it's pretty hard to have fun if the person you work for have fun if the person you work for have fun if the person you work for doesn't allow themselves to. doesn't allow themselves to. doesn't allow themselves to. >> What's the line uh ambitious in vision >> What's the line uh ambitious in vision >> What's the line uh ambitious in vision but patient in pursuit mean? but patient in pursuit mean? but patient in pursuit mean? That was for my dad. That was for my dad. That was for my dad. My dad always wanted me with that paper My dad always wanted me with that paper My dad always wanted me with that paper weight as as a starting point to be like weight as as a starting point to be like weight as as a starting point to be like crazy audacious in what I tried to crazy audacious in what I tried to crazy audacious in what I tried to achieve with what would you attempt to achieve with what would you attempt to achieve with what would you attempt to do if you knew you could not fail. He'd do if you knew you could not fail. He'd do if you knew you could not fail. He'd always say, "Hey, ask yourself that always say, "Hey, ask yourself that always say, "Hey, ask yourself that question." Whatever the honest answer question." Whatever the honest answer question." Whatever the honest answer is, just try try to do that. Saying that is, just try try to do that. Saying that is, just try try to do that. Saying that far too many people are scared to say far too many people are scared to say far too many people are scared to say their biggest goals out loud for fear their biggest goals out loud for fear their biggest goals out loud for fear that if they do and don't achieve them, that if they do and don't achieve them, that if they do and don't achieve them, they'll let themselves and those around they'll let themselves and those around they'll let themselves and those around them down. But, them down. But, them down. But, and you know this, if you don't have the and you know this, if you don't have the and you know this, if you don't have the confidence and the conviction to dream confidence and the conviction to dream confidence and the conviction to dream the crazy dreams out loud, it's pretty the crazy dreams out loud, it's pretty the crazy dreams out loud, it's pretty unlikely they'll ever come true. But unlikely they'll ever come true. But unlikely they'll ever come true. But that's only half of it. that's only half of it. that's only half of it. I think when you I think when you I think when you want to be the best, you need to want to be the best, you need to want to be the best, you need to understand that getting there takes understand that getting there takes understand that getting there takes time. time. time. And it's something that I find myself And it's something that I find myself And it's something that I find myself coaching coaching coaching younger people on all the time. Like younger people on all the time. Like younger people on all the time. Like if you want to be the best at anything, if you want to be the best at anything, if you want to be the best at anything, it's going to take time to get there. it's going to take time to get there. it's going to take time to get there. Enjoy the ride. Celebrate each season. Enjoy the ride. Celebrate each season. Enjoy the ride. Celebrate each season. Like allow the years to pass such that Like allow the years to pass such that Like allow the years to pass such that you can fully build the foundation you you can fully build the foundation you you can fully build the foundation you need to to do something extraordinary. need to to do something extraordinary. need to to do something extraordinary. And so audacity And so audacity And so audacity combined with patience, combined with patience, combined with patience, I think, is the winning formula. Either I think, is the winning formula. Either I think, is the winning formula. Either one of those on their own, I think, can one of those on their own, I think, can one of those on their own, I think, can be disastrous. be disastrous. be disastrous. I'm interested in it. Sounds very fun. I'm interested in it. Sounds very fun. I'm interested in it. Sounds very fun. Um, Um, Um, the the the culture that you brought to this, the culture that you brought to this, the culture that you brought to this, the sort of almost rebell childish sort of almost rebell childish sort of almost rebell childish rebelliousness against Well, I imagine I rebelliousness against Well, I imagine I rebelliousness against Well, I imagine I I haven't done much fine dining, but I I I haven't done much fine dining, but I I I haven't done much fine dining, but I I have to imagine that when you get to the have to imagine that when you get to the have to imagine that when you get to the upper echelons of multiple Michelin upper echelons of multiple Michelin upper echelons of multiple Michelin stars, it can get pretty stuffy. And uh stars, it can get pretty stuffy. And uh stars, it can get pretty stuffy. And uh uh the opportunity to kind of turn that uh the opportunity to kind of turn that uh the opportunity to kind of turn that on its head with a bunch of play toys on its head with a bunch of play toys on its head with a bunch of play toys seems fun. But I have to assume that seems fun. But I have to assume that seems fun. But I have to assume that chasing number one must have put a kind chasing number one must have put a kind chasing number one must have put a kind of pressure on you that wasn't just a blue sky helicopter thinking vision. a blue sky helicopter thinking vision. There is a degree of There is a degree of There is a degree of tension in that pursuit. There can tension in that pursuit. There can tension in that pursuit. There can sometimes be a hollowess in the victory sometimes be a hollowess in the victory sometimes be a hollowess in the victory of it. of it. of it. >> So what what did you learn about um the >> So what what did you learn about um the >> So what what did you learn about um the joy of chasing number one? What what joy of chasing number one? What what joy of chasing number one? What what what did becoming number one actually what did becoming number one actually what did becoming number one actually cost you? cost you? cost you? >> Well, I think there's a couple things >> Well, I think there's a couple things >> Well, I think there's a couple things you just said. One, you just said. One, you just said. One, you we had a lot of fun for sure. And it you we had a lot of fun for sure. And it you we had a lot of fun for sure. And it was also extraordinarily difficult. It was also extraordinarily difficult. It was also extraordinarily difficult. It wasn't all hospital. I mean, you don't wasn't all hospital. I mean, you don't wasn't all hospital. I mean, you don't get there without pursuing excellence get there without pursuing excellence get there without pursuing excellence with the same rigor that you pursue with the same rigor that you pursue with the same rigor that you pursue hospitality in spite of the fact that hospitality in spite of the fact that hospitality in spite of the fact that they are not friends, right? Like they are not friends, right? Like they are not friends, right? Like excellence and hospitality, they they excellence and hospitality, they they excellence and hospitality, they they work together, but they're opposed to work together, but they're opposed to work together, but they're opposed to one another. Excellence is about one another. Excellence is about one another. Excellence is about control. Hospitality is about control. Hospitality is about control. Hospitality is about empowerment. Excellence is about holding empowerment. Excellence is about holding empowerment. Excellence is about holding people accountable. Hospitality is about people accountable. Hospitality is about people accountable. Hospitality is about celebrating their initiatives and celebrating their initiatives and celebrating their initiatives and affirming them. Right? I'm talking not affirming them. Right? I'm talking not affirming them. Right? I'm talking not just literally with the product, but just literally with the product, but just literally with the product, but also culturally. also culturally. also culturally. Um, and there was plenty of tension. I Um, and there was plenty of tension. I Um, and there was plenty of tension. I think anytime you work alongside think anytime you work alongside think anytime you work alongside like-minded people who are as passionate like-minded people who are as passionate like-minded people who are as passionate as you are and wanting to be the best, as you are and wanting to be the best, as you are and wanting to be the best, there will be tension. there will be tension. there will be tension. >> And that's something to celebrate and >> And that's something to celebrate and >> And that's something to celebrate and embrace because if you can if you can embrace because if you can if you can embrace because if you can if you can figure out how to navigate through those figure out how to navigate through those figure out how to navigate through those moments of tension thoughtfully, moments of tension thoughtfully, moments of tension thoughtfully, you grow closer to those around you and you grow closer to those around you and you grow closer to those around you and together can figure out what is the together can figure out what is the together can figure out what is the right next best step for the business as right next best step for the business as right next best step for the business as a whole. a whole. a whole. So there was a lot of pain, there was a So there was a lot of pain, there was a So there was a lot of pain, there was a lot of exhaustion, there was a lot of lot of exhaustion, there was a lot of lot of exhaustion, there was a lot of tension alongside all the fun stuff I'm tension alongside all the fun stuff I'm tension alongside all the fun stuff I'm talking about. talking about. talking about. >> And yeah, the culmination of it all >> And yeah, the culmination of it all >> And yeah, the culmination of it all was wildly all over the board. was wildly all over the board. was wildly all over the board. I mean, in the moment where you realize I mean, in the moment where you realize I mean, in the moment where you realize you've achieved this thing that you've you've achieved this thing that you've you've achieved this thing that you've spent a decade of your life working spent a decade of your life working spent a decade of your life working intensely hard to achieve, there are few intensely hard to achieve, there are few intensely hard to achieve, there are few feelings that could ever match that feelings that could ever match that feelings that could ever match that level of elation. level of elation. level of elation. In the moments that follow, In the moments that follow, In the moments that follow, yeah, there's an emptiness for a moment. yeah, there's an emptiness for a moment. yeah, there's an emptiness for a moment. Um Um Um because when you've been so fixated on because when you've been so fixated on because when you've been so fixated on one thing and then you've achieved it one thing and then you've achieved it one thing and then you've achieved it then what? then what? then what? But I think that was alleviated to a But I think that was alleviated to a But I think that was alleviated to a certain point certain point certain point because because because of this idea of unreasonable of this idea of unreasonable of this idea of unreasonable hospitality. Have you read the infinite hospitality. Have you read the infinite hospitality. Have you read the infinite game by Simon Synynic? game by Simon Synynic? game by Simon Synynic? >> Yes. So, I I do love the the the central >> Yes. So, I I do love the the the central >> Yes. So, I I do love the the the central message in that book, which is if the message in that book, which is if the message in that book, which is if the entire game you're playing is in pursuit entire game you're playing is in pursuit entire game you're playing is in pursuit of an accolade or whatever, you're going to get to the point where you're going to get to the point where you've achieved that and then what is you've achieved that and then what is you've achieved that and then what is your reason for doing that thing your reason for doing that thing your reason for doing that thing anymore? Now, the only thing I I would anymore? Now, the only thing I I would anymore? Now, the only thing I I would add to what he wrote in the infinite add to what he wrote in the infinite add to what he wrote in the infinite game is I believe we should also have game is I believe we should also have game is I believe we should also have finite games we're playing. For me, the finite games we're playing. For me, the finite games we're playing. For me, the infinite game became unreasonable infinite game became unreasonable infinite game became unreasonable hospitality. I wanted to hospitality. I wanted to hospitality. I wanted to alongside an amazing group of people alongside an amazing group of people alongside an amazing group of people redefine what hospitality could look redefine what hospitality could look redefine what hospitality could look like. How far could we take it? How like. How far could we take it? How like. How far could we take it? How seriously and intentionally could we seriously and intentionally could we seriously and intentionally could we pursue human connection? pursue human connection? pursue human connection? Um, that's the infinite game because Um, that's the infinite game because Um, that's the infinite game because there's no winning. There's no finishing there's no winning. There's no finishing there's no winning. There's no finishing that. It's a journey that never stops. that. It's a journey that never stops. that. It's a journey that never stops. It's a it's a game I'm still playing It's a it's a game I'm still playing It's a it's a game I'm still playing today. today. today. But I think cultures need to win a game But I think cultures need to win a game But I think cultures need to win a game every once in a while, too, because when every once in a while, too, because when every once in a while, too, because when a team of people's working so hard, they a team of people's working so hard, they a team of people's working so hard, they need to feel that sense of victory from need to feel that sense of victory from need to feel that sense of victory from time to time. time to time. time to time. >> It's such a good point. I think the best >> It's such a good point. I think the best >> It's such a good point. I think the best version of the world where we're just version of the world where we're just version of the world where we're just driven by the love of doing the pursuit. driven by the love of doing the pursuit. driven by the love of doing the pursuit. It is not respecting the biology. It It is not respecting the biology. It It is not respecting the biology. It doesn't respect the way that human doesn't respect the way that human doesn't respect the way that human biology and psychology works. Yeah. biology and psychology works. Yeah. biology and psychology works. Yeah. which is which is which is the reason we have dopamine is so if the reason we have dopamine is so if the reason we have dopamine is so if there's something really really far off there's something really really far off there's something really really far off in the distance and as you run toward it in the distance and as you run toward it in the distance and as you run toward it you look at it and you see it and it you look at it and you see it and it you look at it and you see it and it slowly slowly slowly grows bigger and slowly slowly slowly grows bigger and slowly slowly slowly grows bigger and bigger and bigger and each different bigger and bigger and each different bigger and bigger and each different time that that gets bigger you look up time that that gets bigger you look up time that that gets bigger you look up from your run you go [ __ ] it's still so from your run you go [ __ ] it's still so from your run you go [ __ ] it's still so far it's a little bit closer than it was far it's a little bit closer than it was far it's a little bit closer than it was last time you're encouraged to keep last time you're encouraged to keep last time you're encouraged to keep going going going >> and um >> and um >> and um >> I don't know I I've got this rule that >> I don't know I I've got this rule that >> I don't know I I've got this rule that uh model the rise not the result which uh model the rise not the result which uh model the rise not the result which is when you're most people that have is when you're most people that have is when you're most people that have achieved a level of success that others achieved a level of success that others achieved a level of success that others go to them in order to ask them about go to them in order to ask them about go to them in order to ask them about how they achieved success are at a stage how they achieved success are at a stage how they achieved success are at a stage where they can't remember the issues where they can't remember the issues where they can't remember the issues that the people they're talking to are that the people they're talking to are that the people they're talking to are dealing with dealing with dealing with >> and you know it's all well and good >> and you know it's all well and good >> and you know it's all well and good talking about your work life balance and talking about your work life balance and talking about your work life balance and the importance a strong meditation habit the importance a strong meditation habit the importance a strong meditation habit is actually where the competitive is actually where the competitive is actually where the competitive advantage lies and you go okay just just advantage lies and you go okay just just advantage lies and you go okay just just humor me for a second what did you do 30 humor me for a second what did you do 30 humor me for a second what did you do 30 years ago when you were at my stage oh years ago when you were at my stage oh years ago when you were at my stage oh Oh. Um, a lot of aderall actually. I did Oh. Um, a lot of aderall actually. I did Oh. Um, a lot of aderall actually. I did a lot of aderall. You a lot of aderall. You a lot of aderall. You >> go. I worked 16 hours a day for 10 years >> go. I worked 16 hours a day for 10 years >> go. I worked 16 hours a day for 10 years straight and that was straight and that was straight and that was >> correct. Don't [ __ ] tell me what you >> correct. Don't [ __ ] tell me what you >> correct. Don't [ __ ] tell me what you do now, dude. Tell me what you did when do now, dude. Tell me what you did when do now, dude. Tell me what you did when you were at my stage. And um that that you were at my stage. And um that that you were at my stage. And um that that insight I I think insight I I think insight I I think the rule of it's all about the pursuit. the rule of it's all about the pursuit. the rule of it's all about the pursuit. Don't worry about the accolades are Don't worry about the accolades are Don't worry about the accolades are often proclaimed by people that have often proclaimed by people that have often proclaimed by people that have just achieved them. just achieved them. just achieved them. >> Yeah. >> Yeah. >> Yeah. >> And um I've got this line. In fact, let >> And um I've got this line. In fact, let >> And um I've got this line. In fact, let me read you something. I wrote just a me read you something. I wrote just a me read you something. I wrote just a little I was talking to uh friend of little I was talking to uh friend of little I was talking to uh friend of mine, a coach, Joe Hudson, uh yesterday. mine, a coach, Joe Hudson, uh yesterday. mine, a coach, Joe Hudson, uh yesterday. I'm talking about this new show. So, I'm I'm talking about this new show. So, I'm I'm talking about this new show. So, I'm going on tour and um I I love my live going on tour and um I I love my live going on tour and um I I love my live show and this new one that I'm trying to show and this new one that I'm trying to show and this new one that I'm trying to do is significantly more difficult than do is significantly more difficult than do is significantly more difficult than the last one. I think it's significantly the last one. I think it's significantly the last one. I think it's significantly more difficult. The the the more difficult. The the the more difficult. The the the lesson I'm trying to get people to take lesson I'm trying to get people to take lesson I'm trying to get people to take away. So, I wrote this thing yesterday, away. So, I wrote this thing yesterday, away. So, I wrote this thing yesterday, which is this needle that I'm trying to which is this needle that I'm trying to which is this needle that I'm trying to thread. Here's the danger. And this is thread. Here's the danger. And this is thread. Here's the danger. And this is what I keep circling back to. If I tell what I keep circling back to. If I tell what I keep circling back to. If I tell a room full of people who are still a room full of people who are still a room full of people who are still climbing that greatness won't cure their climbing that greatness won't cure their climbing that greatness won't cure their pain, I risk sounding like I'm asking pain, I risk sounding like I'm asking pain, I risk sounding like I'm asking them to take their foot off their gas them to take their foot off their gas them to take their foot off their gas even as they're still on the ascent. Can even as they're still on the ascent. Can even as they're still on the ascent. Can feel like I'm deflating the very thing feel like I'm deflating the very thing feel like I'm deflating the very thing that's keeping them moving. For someone that's keeping them moving. For someone that's keeping them moving. For someone who hasn't yet won, who hasn't yet won, who hasn't yet won, >> achievement still feels like oxygen. So >> achievement still feels like oxygen. So >> achievement still feels like oxygen. So if I stand there and talk about the if I stand there and talk about the if I stand there and talk about the hollowess of success, it can land like a hollowess of success, it can land like a hollowess of success, it can land like a luxury belief. It can feel premature, luxury belief. It can feel premature, luxury belief. It can feel premature, like I'm handing out a lesson designed like I'm handing out a lesson designed like I'm handing out a lesson designed for people at the top to people who are for people at the top to people who are for people at the top to people who are still trying to get out of zero. And still trying to get out of zero. And still trying to get out of zero. And that's the tight rope. The message can't that's the tight rope. The message can't that's the tight rope. The message can't be don't strive. It can't be slow down. be don't strive. It can't be slow down. be don't strive. It can't be slow down. It can't be none of this matters because It can't be none of this matters because It can't be none of this matters because most of the audience are on their upward most of the audience are on their upward most of the audience are on their upward trajectory and they need fuel. They need trajectory and they need fuel. They need trajectory and they need fuel. They need direction. They need momentum. And if I direction. They need momentum. And if I direction. They need momentum. And if I attack ambition, I alienate them. If I attack ambition, I alienate them. If I attack ambition, I alienate them. If I glamorize misery, then I trap them. And glamorize misery, then I trap them. And glamorize misery, then I trap them. And if I preach renunciation, I lose if I preach renunciation, I lose if I preach renunciation, I lose credibility. So, the point that I'm credibility. So, the point that I'm credibility. So, the point that I'm trying to play with this with this new trying to play with this with this new trying to play with this with this new show is subtler than that. I'm not show is subtler than that. I'm not show is subtler than that. I'm not telling a starving man that food doesn't telling a starving man that food doesn't telling a starving man that food doesn't matter. I'm telling him that food isn't matter. I'm telling him that food isn't matter. I'm telling him that food isn't love. love. love. >> Achievement expands your life. It gives >> Achievement expands your life. It gives >> Achievement expands your life. It gives you resources, leverage, opportunity. It you resources, leverage, opportunity. It you resources, leverage, opportunity. It is important. I'm not trying to renounce is important. I'm not trying to renounce is important. I'm not trying to renounce that. But it doesn't repair your sense that. But it doesn't repair your sense that. But it doesn't repair your sense of worth. Greatness doesn't cure pain. of worth. Greatness doesn't cure pain. of worth. Greatness doesn't cure pain. It just makes the pain more expensive. It just makes the pain more expensive. It just makes the pain more expensive. So, I want them to climb. I want them to So, I want them to climb. I want them to So, I want them to climb. I want them to encourage the ascent and I want them to encourage the ascent and I want them to encourage the ascent and I want them to separate the fuel from the wound. I just separate the fuel from the wound. I just separate the fuel from the wound. I just don't want self-rejection to be the don't want self-rejection to be the don't want self-rejection to be the engine. I don't want I am not enough to engine. I don't want I am not enough to engine. I don't want I am not enough to be the thing that's doing the pushing. be the thing that's doing the pushing. be the thing that's doing the pushing. So, I'm not warning anyone off ambition. So, I'm not warning anyone off ambition. So, I'm not warning anyone off ambition. I'm warning them off confusing ambition I'm warning them off confusing ambition I'm warning them off confusing ambition with self-acceptance. And that with self-acceptance. And that with self-acceptance. And that distinction is everything. distinction is everything. distinction is everything. >> Dude, I love that. >> Dude, I love that. >> Dude, I love that. >> Thanks. >> Thanks. >> Thanks. >> That's quite beautiful. >> That's quite beautiful. >> That's quite beautiful. >> Thank you. That >> Thank you. That >> Thank you. That >> and it dubtales exactly to what we're >> and it dubtales exactly to what we're >> and it dubtales exactly to what we're talking about right now. Yeah, that talking about right now. Yeah, that talking about right now. Yeah, that line, greatness doesn't cure pain. line, greatness doesn't cure pain. line, greatness doesn't cure pain. >> It just makes the pain more expensive. >> It just makes the pain more expensive. >> It just makes the pain more expensive. Just I I chuckled when you said that. Just I I chuckled when you said that. Just I I chuckled when you said that. >> Yeah. >> Yeah. >> Yeah. >> I mean, but that's what I'm saying. Like >> I mean, but that's what I'm saying. Like >> I mean, but that's what I'm saying. Like I listen, I am a competitive person. I listen, I am a competitive person. I listen, I am a competitive person. >> I like to surround myself with >> I like to surround myself with >> I like to surround myself with competitive people. I like to set crazy competitive people. I like to set crazy competitive people. I like to set crazy expectations for what we can do. And expectations for what we can do. And expectations for what we can do. And gosh, there better be moments where we gosh, there better be moments where we gosh, there better be moments where we feel the pleasure of a win, where we can feel the pleasure of a win, where we can feel the pleasure of a win, where we can stop working for a moment and just stop working for a moment and just stop working for a moment and just celebrate all of the effort we invested celebrate all of the effort we invested celebrate all of the effort we invested into doing something extraordinary. And into doing something extraordinary. And into doing something extraordinary. And yet, if we are not also at the exact yet, if we are not also at the exact yet, if we are not also at the exact same time pursuing an idea that is same time pursuing an idea that is same time pursuing an idea that is unwinable, unwinable, unwinable, then those victories will always ring then those victories will always ring then those victories will always ring hollow. If you're playing a finite game hollow. If you're playing a finite game hollow. If you're playing a finite game and an infinite game, two of those and an infinite game, two of those and an infinite game, two of those things always concurrently, things always concurrently, things always concurrently, >> you get the pleasure of pursuing things >> you get the pleasure of pursuing things >> you get the pleasure of pursuing things that actually matter and all of the that actually matter and all of the that actually matter and all of the little celebrations that you can have little celebrations that you can have little celebrations that you can have along the way. along the way. along the way. >> Heck yeah. Well, Gdara, ladies and >> Heck yeah. Well, Gdara, ladies and >> Heck yeah. Well, Gdara, ladies and gentlemen, well, you're awesome. I uh I gentlemen, well, you're awesome. I uh I gentlemen, well, you're awesome. I uh I really appreciate you. Where should really appreciate you. Where should really appreciate you. Where should people go to keep up to date with people go to keep up to date with people go to keep up to date with whatever it is that your new life is whatever it is that your new life is whatever it is that your new life is doing now? doing now? doing now? >> Um, you can go to unreasonable.com >> Um, you can go to unreasonable.com >> Um, you can go to unreasonable.com and sign up for my newsletter. That's and sign up for my newsletter. That's and sign up for my newsletter. That's the thing I love. I believe in creating the thing I love. I believe in creating the thing I love. I believe in creating practices. When I wrote the book, I practices. When I wrote the book, I practices. When I wrote the book, I created a practice of writing and I keep created a practice of writing and I keep created a practice of writing and I keep it going through a newsletter that we it going through a newsletter that we it going through a newsletter that we release every two weeks. Um, and then I release every two weeks. Um, and then I release every two weeks. Um, and then I have a new book coming out, Unreasonable have a new book coming out, Unreasonable have a new book coming out, Unreasonable Hospitality, the field guide. Um, if Hospitality, the field guide. Um, if Hospitality, the field guide. Um, if unreasonable hospitality was the why, unreasonable hospitality was the why, unreasonable hospitality was the why, this is the how. And it really coaches this is the how. And it really coaches this is the how. And it really coaches individuals and businesses step by step individuals and businesses step by step individuals and businesses step by step on how to bring it to life. And that is on how to bring it to life. And that is on how to bring it to life. And that is out at the end of April. And so buy it out at the end of April. And so buy it out at the end of April. And so buy it where you buy books and it would mean a where you buy books and it would mean a where you buy books and it would mean a lot. Unreal. Well, Rory Sutherland put lot. Unreal. Well, Rory Sutherland put lot. Unreal. Well, Rory Sutherland put me on to you and uh he has got fantastic me on to you and uh he has got fantastic me on to you and uh he has got fantastic taste, not least in food for a man of taste, not least in food for a man of taste, not least in food for a man of his corpulant stature. Um his corpulant stature. Um his corpulant stature. Um he think he's a legend. Well, you're he think he's a legend. Well, you're he think he's a legend. Well, you're great, man. I uh I'm I'm really glad great, man. I uh I'm I'm really glad great, man. I uh I'm I'm really glad you're in the world. you're in the world. you're in the world. >> Thank you for having me. >> Thank you for having me. >> Thank you for having me. >> Congratulations. You made it to the end >> Congratulations. You made it to the end >> Congratulations. You made it to the end of an episode. Your brain has not been of an episode. Your brain has not been of an episode. Your brain has not been completely destroyed by the internet completely destroyed by the internet completely destroyed by the internet just yet. Here's another one that you just yet. Here's another one that you just yet. Here's another one that you should watch. should watch. should watch. Come on.