Transcript

A (0:00)

I just need to share it with people that this is how we actually have conversations.

B (0:05)

Whether we're being recorded or not, Whether

A (0:06)

we're being recorded or not. Like this is the way we actually talk. We interrupt each other more, we're being

B (0:12)

polite, we're trying to interrupt a little bit less, we're not doing a great

A (0:15)

job, we interrupt each other less. But we actually would have this conversation without cameras. 100%. AI is the hot topic right now. There are so many people talking about all the tools that can help us do things faster, cheaper, more efficiently than ever before. All of this is true, but it's also revealing something interesting, that the more automated our world becomes, the more valuable the human being is becoming. Being thoughtful, paying attention, being genuinely nice to people, making people feel seen and heard. It turns out things like kindness are pretty much AI proof, which is why I was so excited to welcome my dear friend Will Guidera back to the podcast. Fair warning that if you listen to this podcast, when Will and I get together, it always turns into what somebody once described as a giggle fest. Will is pretty incredible. He is the former co owner of eleven Madison park, which was the number one restaurant in the world. He is the executive producer of the TV show the Bear. And he is the best selling author of the New York Times bestseller Unreasonable Hospitality, of which I am the proud publisher. And I'm also the proud publisher of Will's new book, Unreasonable Hospitality the Field Guide, which is remarkable. Will has accomplished all those things and built his entire career around one simple philosophy, that if we go further than anyone expects, that's when we can make people feel truly cared for. Though usually Will is the one going above and beyond. He recently found himself on the receiving end of his own philosophy in a hotel room in Los Angeles involving a piece of Basque cheesecake. And somehow me, this is a bit of optimism.

B (2:09)

Okay, I gotta tell you something. So I got to LA two nights ago and then I had to go to Anaheim and then I came back and the night I stayed here, I stayed at the Waldorf in Beverly Hills. Now you know what the story is going to be about, but other people don't. So when I say Basque cheesecake, what does that mean to you?

A (2:28)

Okay, so a while ago you came to visit LA and you and I went out for something that I'd never done before. You said we were gonna go out for dinner and you said, do you want to do bang bang? And I said, what's bang Bang? And what bang bang is, is you go to a different restaurant for Each course.

Summary

A Bit of Optimism

Episode: AI Can Do Everything… Except This (Why Humans Still Win)
Host: Simon Sinek
Guest: Will Guidara (Restaurateur, Executive Producer of The Bear, Author of Unreasonable Hospitality)
Date: March 24, 2026

Episode Overview

Simon Sinek welcomes his close friend and renowned restaurateur Will Guidara for an in-person conversation centered on why, in a world awash with AI and automation, deeply human qualities like kindness, generosity, and hospitality are more vital — and valuable — than ever. The duo dive into stories from their personal and professional lives, business philosophies, hospitality, and their reactions to a world increasingly enamored with efficiency and technology. With plenty of laughter and warmth, this episode is a celebration of human connection, the impact of going above and beyond, and a contemplation of what truly endures when everything else becomes automated.

Key Discussion Points & Insights

1. Basque Cheesecake: The Power of Thoughtful Gestures

[02:09–08:09]

Will shares a recent hospitality experience: He was deeply moved when a hotel staff in LA tracked down and delivered him an exclusive Basque cheesecake from a restaurant he’d once raved about. This surprise was the result of a staff member’s deep research, illustrating how remarkable hospitality makes people feel seen.
Memorable quote:
- Will Guidara (on experiencing his own philosophy):
  “It’s almost like a magician having someone else do their own magic trick on them. And it still...freaked me out.” — [04:00]
The unexpected nature and personal touch of this gesture serves as a prime example of “unreasonable hospitality”: going further than required to care for someone.

2. Hospitality as a Competitive Advantage

[08:11–13:41]

Will expounds on how Eleven Madison Park (EMP) became number one by focusing not just on extraordinary food and service, but on hospitality — making each guest feel genuinely cared for.
The discussion highlights that while excellence in product or service is essential, investing in hospitality and human relationships is what creates true competitive moat; it can’t easily be outdone or copied.
Memorable quote:
- Will Guidara:
  “The only competitive advantage that exists in the long term, in my view, is hospitality. Consistently, generously, creatively investing in relationships.” — [13:29]

3. Why Human Touch Remains Irreplaceable in an AI World

[13:41–18:57]

Simon discusses failed “human-less” retail concepts (Amazon palm scanners, checkout-free stores) as evidence of how people still crave actual human interaction.
The two agree that, paradoxically, as technology automates more, human moments will become increasingly premium and desirable.
Simon Sinek:
- “It turns out things like kindness are pretty much AI proof.” — [00:23]
Will argues smart companies will reinvest AI savings into deepening human connections, thereby making themselves long-term winners.

4. Evolving Roles: How to Double Down on Human Connection

[18:57–21:59]

Will tells a story from EMP’s shift to online reservations: rather than eliminating their reservations team, they redeployed those people to enhance the guest experience, using their freed-up time to personalize and elevate hospitality for guests.
The lesson: automation should enable, not replace, deeper human connections.

5. Measuring What Actually Matters

[21:59–33:55]

The pitfalls of “what gets measured gets managed:” Many crucial outcomes — loyalty, connection, brand love — are not easily measured in the short term but are vital for sustainable success.
The duo criticize overreliance on short-term, easily measurable metrics (clicks, impressions, social media followers), calling for a reorientation towards long-term, harder-to-measure investments, like real relationships and company purpose.
Notable anecdote: Will’s EMP Summerhouse initiative succeeded because AmEx took a “creative vision” long view, ignoring short-term metrics.

6. Unreasonable Hospitality and Sustainable Success

[23:21–33:59]

Will confirms that investing in hospitality at EMP not only led to acclaim but also profitability:
- “We made more. I think we're one of the most profitable fine dining restaurants in America.” — [23:45]
Simon underscores: You can’t apply mechanical thinking to people.

7. Ratios Over Absolutes: How We Evaluate Success and Ourselves

[34:08–44:16]

Simon introduces his “grades as a ratio” theory — that how much you achieve (grade) relative to how much effort or time you expend (hours) gives a fairer, richer perspective on success and lifestyle.
Simon Sinek:
- “I was a B plus over 3 [hours], right? Occasionally an A minus. [...] My books are good, you know, solid A minus work. I didn't do 50 [hours].” — [36:16]
They discuss how focusing on the ratio (quality of life alongside achievement) helps reveal what you might sacrifice and what truly fulfills you, shifting perspective away from hollow comparison and burnout.

8. Self-Worth, Metrics, and the Dangers of Chasing the "A"

[47:35–54:19]

A frank exploration of how even the hyper-successful struggle with feelings that their achievements — and value — might suddenly disappear.
Will: “Even the most successful people I know, there's a little piece of them that, no matter how well things have gone, is scared it's all going to go away.” — [47:55]
Simon gives the striking example of a billionaire whose depression after financial loss wasn’t about lifestyle, but “the score.”
The hosts stress the danger of tying self-worth to arbitrary, comparable scores — whether grades, sales, or net worth.

9. The Real Measure: Quality of Life and Relationships

[54:23–64:59]

Conversation circles back to the value of feedback: in hospitality, instant reactions are possible. In other careers (authors, creators), you often rely on abstract metrics (sales, downloads) as a proxy for meaning and impact, risking overvaluing what is easiest to measure.
Simon: “Maybe there’s another metric that should serve as the ratio.”
They challenge listeners (and themselves) to design metrics and habits that value follow-up, repeat business, and satisfaction — e.g., “satisfied customer” scores — to avoid misdiagnosing success.
The importance of balancing giving oneself to work versus those closest to us — “who pays the price of the 50?”

10. Small Gestures, Lasting Impact: The Unmeasurable Joy of True Hospitality

[64:21–end]

A heartfelt close, epitomizing the episode’s thesis: the most meaningful experiences and relationships are built on small, intentional human efforts. It doesn’t require much more — just a deliberate choice to care.

Quote to sum it up:

Will: “It’s not even a little bit hard. It just requires trying a little bit harder.” — [65:05]

Notable Quotes & Memorable Moments

“The only competitive advantage that exists in the long term...is hospitality.” — Will Guidara [13:29]
“It turns out things like kindness are pretty much AI proof.” — Simon Sinek [00:23]
“We're at a crossroads...If you reinvest some of the money you save [with AI] into making those human moments even more human, you'll make a little bit less today, but you will make so much more down the road.” — Will Guidara [17:06]
“If you start investing in hospitality...will it benefit you over the long term? Yes. Is it easy to measure in 3, 6, 9 month increments? No. But just because it's harder to measure doesn't mean it matters less. In fact, it means it matters more.” — Will Guidara [22:14]
“I was turning down business when I couldn't afford to because I needed to prove the point.” — Simon Sinek [32:58]
“All the good stuff is harder to measure.” — Will Guidara [41:47]
“Small gestures can make people feel truly seen and truly cared for.” — Simon Sinek [various]
On relationships and connection:
- “It is amazing how little it takes for the other person to feel mattered.” — Simon Sinek [64:21]
Closing wisdom:
- “It just requires trying a little bit harder.” — Will Guidara [65:05]

Timestamps for Key Segments

[02:09] – The Basque Cheesecake story: unreasonable hospitality in action
[08:11] – The birth and philosophy of “unreasonable hospitality” at Eleven Madison Park
[13:41] – AI’s limits and the enduring value of human touch in business and life
[18:57] – Using automation to deepen human connection (EMP reservations team example)
[21:59] – The problem with “what gets measured gets managed”
[23:45] – Unreasonable hospitality led to both #1 ranking and profitability
[34:08] – Simon’s “grades as ratios” theory for evaluating success and lifestyle
[47:55] – Insecurity and “score-chasing” among the highly successful
[54:23] – Feedback, measurement, and finding better ways to assess impact
[64:21] – The incredible power of small, human gestures in a technological world

Final Takeaway

Beneath all the laughter and anecdotes, Simon Sinek and Will Guidara deliver a timely, passionate reminder: technology will never replace the uniquely human power to make others feel seen, valued, and cared for. In business and in life, it’s those “unreasonably hospitable” moments — and our investment in the immeasurable — that create lasting meaning, fulfillment, and competitive edge. All it takes is being willing to try, just a little bit harder.

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AI Can Do Everything… Except This (Why Humans Still Win) With Restaurateur Will Guidara