Restaurateur Will Guidara's life changed when he decided to serve a twodollar hot dog in his fancy fourstar restaurant, creating a personalized experience for some outoftown customers craving authentic New York City street food. The move earned such a positive reaction that Guidara began pursuing this kind of "unreasonable hospitality" fulltime, seeking out ways to create extraordinary experiences and give people more than they could ever possibly expect. In this funny and heartwarming talk, he shares three steps to crafting truly memorable moments centered in human connection – no matter what business you're in.

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