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One of the best ways to begin integrating unreasonable hospitality into your culture is pattern recognition of recurring moments. I’ll give an example. I flew JetBlue to London recently. That’s a red eye from New York to London and it’s a tough red eye because it’s about a six hour flight. So even if you sleep the entire time, you’re still arriving in London underslept.
Now one of the things I always think is funny when you take that red eye is that the flight attendant, before you go to sleep at the beginning of the flight, asks you if you’d like to be woken up early for breakfast. That idea that you’re going to lose twenty percent of your night’s sleep for a breakfast that, let’s be honest, is not very good seems insane. And so I, like most people, always sleep right through breakfast. But last time I flew JetBlue, I woke up at the last possible minute like always and saw a little bag hanging on my seat. In it was a bottle of green juice, a can of cold brew, and a bag of granola. That was some of the best hospitality I’ve ever received on an airplane, and it happened through pattern recognition. They clearly identified the fact that most people slept through breakfast, and rather than just be okay with that, they decided to do something about it.
Those recurring moments, they happen in every single business. And I guarantee you, if you are a leader of any business and you sit down with your team, start just by trying to identify three. Isolate those things that happen often in your business as often as once a day or even as rarely as once a month. Then work with your team to innovate how you will respond when those moments come about. Invest some creativity into the idea. Invest whatever resources are required to develop the assets you need. Then put them in a toolkit that is easy to access such that it becomes unbelievably easy for your team to deploy. The only way you can ever make meaningful change when you introduce a big new idea is to make it as easy as humanly possible for your team to get on board with that idea.