In this episode, John shares how one book—Unreasonable Hospitality—reshaped how he and the team think about service. From handwritten notes to surprise welcome boxes and even personally delivered cookies, it’s all about making people feel seen. He dives into why a little extra effort in human connection still matters, even in a world racing toward automation. You’ll also hear how companies like Disney create “magic moments” to outweigh the “tragic” ones—and how you can apply the same mindset to your own work and life.