One of the core values of The Tinnitus Guy is to always provide "Unreasonable Hospitality." This concept is inspired by the book Unreasonable Hospitality by Will Guidara, where the author argues that when businesses focus on enhancing their customers’ experiences, it leads to significant returns.
In service industries, hospitality is a given, but "unreasonable" hospitality means going beyond what’s expected. It involves becoming personally invested in the customer, doing things outside of your standard business practices. For instance, in the book, a restaurant hired a snow machine to create a winter scene for a customer, fulfilling their spontaneous wish. These acts are never requested by the customer, which makes them even more special.
The Financial Perspective of Unreasonable Hospitality
From a traditional business perspective, providing such personalised experiences might seem financially unwise. However, the book argues that this intangible, non-immediate appreciation creates lasting results. Customers remember how you made them feel, share their experiences with others, and return with more people. Over time, this translates into brand loyalty and word-of-mouth marketing, turning your business into a memorable brand.
I found that this idea resonated deeply with me. I have always strived to go beyond the call of duty at TTG by serving my patients with personalised attention. Whether it’s checking in on someone a few days after their appointment or following up on a necessary referral, these small gestures have always been appreciated and made a difference both for the patient and for me.
The Reciprocity of Kindness in Business
What’s interesting about this philosophy is that it benefits the giver as much as the receiver. Doing something nice for someone has an intrinsic reward that, while not immediately reflected in the financials, has a lingering positive effect on the business. Here are some ways in which it pays off:
Brand Development- Branding is about creating associations in people’s minds. Alex Hormozi defines it as "an association between things people know and things they don’t know" – see the video here. By associating qualities like honesty, care, and integrity with your business through repeated acts of unreasonable hospitality, customers begin to associate your brand with these values. This makes your brand stand out from the competition.
Brand Amplification- People love to share unique, touching experiences, especially those that are unexpected. These acts of kindness can go viral, as they resonate with people’s emotions. A single customer can become an ambassador for your business, and with social media, this means potential unlimited growth.
Customer Loyalty- It’s much cheaper to retain an existing customer than to acquire a new one. Customers who experience these special moments are far more likely to return, even if your prices are higher than your competitors. Why? Because people buy based on emotion, not just logic.
Team Motivation and Purpose- A noble purpose can motivate staff more than money ever could. People will often accept lower pay if they feel they’re working for a company with a greater mission. This is why companies like Tesla attract top talent—not just for the compensation but for the sense of purpose they offer.
For a small business owner like me, building a culture that incentivises team members to provide exceptional experiences is key. Currently, it’s just me and my wife running things, but as we grow, we plan to embed this philosophy across our team.
What I'm Doing Right Now
This morning, I woke up asking myself, how can I provide unreasonable hospitality? Here are some ideas we’re working on for our customers and patients:
Specialised Care for Children and People with Learning Disabilities- We aim to create a more comfortable environment by learning what a patient likes before their appointment. For instance, if a child loves Spiderman, we can decorate the room with Spiderman posters or play a Spiderman show on the TV. We could even give the child a Spiderman toy or colouring book as a gift.
Gift Bags- I’m putting together gift bags for each customer to take home. These bags will include a helpful aftercare booklet and a small gift, like a paperweight or a trolley keyring. Imagine walking away from an appointment and receiving that for free—wouldn’t that be lovely?
TTG Lucky Grab- This is an idea I had a few months ago. Each customer gets a chance to pick a gift from a lucky bag, which contains services or experiences provided by local businesses. You could win a family pizza meal or a haircut at a local salon—all completely free for our customers. Isn’t that amazing? Click Here to learn more about TTG Lucky Grab
Monthly Review Reward- We love thanking people who take the time to leave us reviews. Each month, we do a lucky draw with all the reviews from the previous month, and the winner receives a £50 Amazon gift card.
Next Steps
Today, my task is to finalise the gift bags. This includes designing the aftercare brochure, sourcing branded bags, and deciding on the gift that will go inside. I’ll update you once everything is complete!
Conclusion
At The Tinnitus Guy, we believe in delivering more than just a service; we believe in creating memorable, personalised experiences that leave a lasting impression. Unreasonable hospitality might seem like an unusual business strategy, but it’s one that builds strong brands, deepens customer loyalty, and motivates teams. By focusing on how we make our customers feel, we are not only helping them, but we are also building a stronger, more purpose-driven business.
Stay tuned for more updates!
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