I recently listened to Will Guidara, the former owner of Eleven Madison Park, as he spoke about Unreasonable Hospitality during the just-concluded GLS Summit. His words sparked a new perspective, compelling me to view crypto marketing through the prism of unreasonable hospitality as a means to attract a wider audience to the decentralized ecosystem.
When Will explained the art of making people feel seen, valued, and cared for in the fine dining world, it became clear that this philosophy transcends industries.
Unreasonable hospitality is not confined to restaurants; it’s a universal principle that can refine user engagement, particularly in Web3.
To reach mass adoption, Web3 projects must embrace an ethos of unreasonable hospitality. This is not just about customer service; it’s about designing and marketing with an unwavering commitment to making people feel seen, valued, and connected.
One of the things that I strongly believe about Web3 marketing, and reiterated by Will, is that hospitality is not about extravagance; It’s not splurging thousands of dollars in ads, giveaways, and KOLs — it’s about intentionality.
It’s the pursuit of creating moments of belonging and care in a space often dominated by technical jargon and transactional relationships. Remember, you are not building for a selected few. People crave connection — feeling valued as early project adopters, receiving genuine support during a difficult transition, or being welcomed as part of a community.
Web3 founders can channel this idea into their product strategies by relentlessly prioritizing the user experience. This means asking:
- How does our product make people feel seen or heard?
- Are we creating spaces online or offline — where users feel a sense of belonging?
This could mean going beyond hype-driven messaging and focusing on stories that resonate emotionally. Highlight how your project meets human needs, solves tangible problems, or empowers communities to grow and thrive.
Every innovation starts from within before it manifests in the physical. The same goes for your team. Unreasonable hospitality begins within the team. A project’s internal culture shapes its external impact. Consider the following strategies:
- Weekly Huddles and Shared Vision:
You have to stop viewing your team as a collection of individuals. Instead, foster a collective mindset — a team united by trust and shared purpose. Take time weekly to align on where you’re going and invite everyone to contribute ideas on how to get there. - Lead by Example:
A great leader clears plates — taking on tasks that signal shared responsibility, no matter how small. Whether addressing user complaints firsthand or resolving technical glitches, this act demonstrates humility and inspires the team to follow suit. Join meetings, respond to questions with your account, and stop leaving every user’s complaint to your social media manager to handle. - Embrace the Power of Repetition:
In marketing, team-building, and community engagement, repetition matters. Consistently remind your team and users of your shared goals, values, and vision. Over time, these ideas become woven into the project’s identity.
In Web3, innovation often leads us to serve what we want to serve — a groundbreaking feature, a bold new protocol, or an eye-catching NFT collection. But true hospitality means listening deeply to users and asking: What do they need?
- It might mean simplifying interfaces for newcomers intimidated by complex wallets. I once wrote an article on why it’s important to simplify the airdrop experience for wider adoption.
- It might mean building robust educational content for communities eager to learn but don’t know where to start.
- It could even mean designing rewards that align with intrinsic motivations — recognition, exclusivity, or growth opportunities.
This approach is about serving with empathy, prioritizing the user’s experience above all else.
In the end, unreasonable hospitality is about the details. Small, intentional changes create a ripple effect — a warm welcome message for new community members, a transparent response to user concerns, or a thoughtful token of appreciation for early adopters.
These small actions accumulate, shaping a reputation for care and authenticity that sets your project apart in a crowded marketplace.
In Web3, where innovation is boundless, the most disruptive projects will be those that never lose sight of the human heart. By committing to unreasonable hospitality, projects can build trust, foster loyalty, and create communities that stand the test of time.
Let us be relentless in the pursuit of people, unreasonable in our commitment to making every interaction meaningful, and unwavering in our dedication to the one thing that will never change — our human desire to feel seen, valued, and connected.