We just finished up our Scaling Up Coaches quarterly meeting—a 3-day event hosted at align.Space, our state-of-the-art coworking space in West Chester.

I received a ton of fantastic feedback from many of the coaches on their experience over the three days. Everything, from the warm welcoming smiles of our team, to the food, to the comfy new chairs, to the amazing variety of presentations

Everything was truly world-class, and I’m so proud of and thankful to both the Scaling Up Coaches team and the align.Space team for coming together to make it a reality.

I took some time this week to step back and look at the big picture.

I thought deeply about why we have been able to make memorable experiences for nearly everyone who steps into our building. Much of our success has stemmed from simply hiring great people. It’s as simple as that.

But how do we get so many great people to work together like a Swiss watch?

The secret lies in our team’s collective learning habit.

On average, each month, everyone who works with (I never say “for”) me is encouraged to read a book that I’ve found particularly impactful on how we want to operate.

One of those books this year was “Unreasonable Hospitality” by Will Guidara. If you haven’t read it, I highly, highly…highly recommend it. It is the philosophy we refer back to for everything we do.

Take a look:

Click Here to Watch John’s Video – Unreasonable Hospitality

Now, I’ve said it before and I’ll say it again: in a world where businesses focus on everything from P&Ls to product functionality, and from differentiation to price, the last thing we ever think about (and often forget) is customer experience.

You know…the human things… like remembering someone’s name, knowing the type of sparkling water they prefer, handwriting a note, giving a personalized gift, knowing what the customer wants before they even have to vocalize it.

This is all part of unreasonable hospitality.

So, if you have annoying tech issues that you’d like your guests to forget…

Or if you need a way to have your team work together under the same philosophy like a Swiss watch…

Or if you want to cultivate a unique and inviting culture and customer experience that everyone your business impacts will go out of their way to tell their friends…

Then read “Unreasonable Hospitality,” and gift it to your team while you’re at it.

Give your customers an experience that they will never forget.

That is your true differentiator.


Founder of the align5 Companies,  CEO of Scaling Up Coaches, and Serial Entrepreneur

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