What if part of your job is to create more magic?

After attending Will Guidara's Welcome Conference in New York, Dr. J.J. Peterson found himself returning to a conversation that had already changed how he thinks about work, creativity, and the people around him. Listening again, he discovered new meaning in an idea that sounds simple but can be surprisingly difficult to practice: making ordinary moments extraordinary.

Will Guidara, bestselling author of Unreasonable Hospitality, helped turn Eleven Madison Park into the number one restaurant in the world by caring as much about how people felt as he did about the food they were served. But his philosophy goes far beyond restaurants. It's about noticing people, creating moments of connection, and being willing to invest more energy into an experience than anyone might reasonably expect.

J.J. and Will explore why the most meaningful things we do aren't always the most practical, why joy deserves a place in everyday life, and what becomes possible when we stop talking ourselves out of generous ideas.

What This Conversation Explores:

• Why making people feel seen can transform the experience of work
• How hospitality applies to every business, not just restaurants
• Why creating memorable moments sometimes requires unreasonable effort
• What we miss when every idea has to produce an immediate financial return
• Why joy and celebration shouldn't be reserved for special occasions
• How small acts of generosity can create more magic in everyday life

During their conversation, J.J. shares an idea for a community event that he's not entirely sure he should pursue. Now, months later, he's bringing that idea to life—a fitting reminder of Will's encouragement to stop letting good ideas pass us by.

Because creating more magic doesn't necessarily require a grand gesture. Sometimes it simply means noticing an opportunity to make someone's day better and choosing to act on it.

• Unreasonable Hospitality: https://www.unreasonablehospitality.com/products/unreasonable-hospitality-the-remarkable-power-of-giving-people-more-than-they-expect
• The Unreasonable Hospitality Field Guide: https://www.unreasonablehospitality.com/products/unreasonable-hospitality-the-field-guide
• Website: https://www.unreasonablehospitality.com
• Milk Bar: https://milkbarstore.com

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