The Missing Ingredient in Your Client Relationships

Building Relationships that Last: Lessons from Unreasonable Hospitality

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Every book we read as a team feels like turning on a light in an unseen part of our business. It shows us what we’ve been missing, things we didn’t even realize we needed to work on. Recently, we read Unreasonable Hospitality by Will Guidara, and it completely changed how we think about relationships in business.

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Here’s the thing: it’s easy to fall into the trap of just doing what’s expected—hitting goals, executing strategies—but what about how we make people feel along the way? Guidara’s book pushed us to ask some tough questions. Are we genuinely connecting with our clients, or are we just ticking off boxes?

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What It Taught Us

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The main takeaway from Unreasonable Hospitality is that it’s not just about the work we do; it’s about the human connections we build. Guidara and his team turned a restaurant into the best in the world not just because of great food but because of the extraordinary experiences he created for his guests. That made us pause. Are we doing the same for our clients? Are we creating moments they’ll remember?

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In marketing, we focus so much on tactics—SEO, ads, conversion rates—that we sometimes forget about the people behind those metrics. But, just like in hospitality, the goal is to leave a lasting impression. It’s about making people feel valued, seen, and cared for.

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Small Gestures, Big Impact

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Guidara's approach goes beyond the food industry. He shows how even small acts of kindness can turn a regular interaction into something memorable. Imagine if we brought that same level of thoughtfulness to every client meeting, strategy session, and even our internal discussions. What if we focused more on making every exchange meaningful?

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At StringCan, we’ve started to re-examine how we do things. Are we just getting tasks done, or are we making sure our clients feel supported? How can we surprise them in ways they don’t expect? These questions matter because those extra steps can turn an average project into an exceptional one.

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Focus on People, Not Just Performance

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So many businesses are obsessed with efficiency and performance metrics. But here’s the reality: people are the ones driving those results. If we don’t invest in our relationships, we’re missing a huge opportunity. Unreasonable Hospitality reminded us that emotional intelligence and connection are just as important as nailing a perfect marketing plan.

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Our team is already exploring how to bring these ideas into our daily work. From the way we interact with clients to how we treat our team members, we’re starting to prioritize those moments that make people feel seen. We’re rethinking the little things that could make a big difference.

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What's Next for You?

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Think about your own business. Are you just pushing through the to-do list, or are you building relationships that last? What’s one small thing you can do today to create a “wow” moment for your clients or team?

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At StringCan, we don’t just focus on delivering results; we care about how we get there. Let us help you create meaningful connections that drive your business forward. Reach out to us today!