On the first day of each month we review the book of the month.

The book is called Unreasonable Hospitality by Will Guidara. And I'll say this upfront — it may be the most useful book I've read this year for anyone who is in the business of managing assets, attracting capital, or building long-term relationships with tenants, investors, or partners.

So let me tell you a little about Guidara's story.

He co-owns Eleven Madison Park, the restaurant in Manhattan that climbed from obscurity to the number one restaurant in the world. That's not a subjective claim. In 2017, Eleven Madison Park was ranked first on the World's 50 Best Restaurants list. And the central thesis of this book is deceptively simple: the food alone didn't get them there. What got them there was a relentless, almost irrational commitment to making people feel something.

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