"Build trust through authenticity. That's not a slogan or a strategy. It's something I practice every day in my company. Why is authenticity important? Consumers today are more informed and have the means to compare brands at their fingertips, anywhere, at any time, making them less loyal than ever. They're also bombarded with marketing, ads and polished brand statements at every turn. But what they really want is to connect on a human level. They want to feel seen, heard and valued."
"Unreasonable Hospitality by Will Guidara - the idea that businesses should go beyond what's expected to care more, listen more, and create moments that feel personal and real. Unreasonable hospitality hits home for my team because it's all about thinking outside the customer service box and showing that you genuinely care. That's been my company's M.O. from the very beginning."
"We're in a time when features just aren't enough to win people over. Especially in industries like dentistry (or fitness, or financial services or home services) where most direct competitors are offering something pretty similar, the difference is in the experience. I want my clients' patients to remember how they felt more than whether they received the product or service they wanted. That personal connection will keep them coming back and drive them to refer others."
Consumers are more informed and less loyal because they can compare brands instantly and face constant marketing noise. People seek human connection, wanting to feel seen, heard and valued. Unreasonable hospitality means going beyond expectations to care more, listen more, and create personal moments. In commoditized industries where offerings are similar, the customer experience and emotional response matter more than features. Authentic business behavior, free from corporate conformity, enables substantive client conversations and fosters perceived realness. Personal, memorable experiences drive repeat visits and referrals by creating emotional bonds that differentiate businesses and build lasting trust.
Read at Entrepreneur
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