My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
“Sometimes magic is just being willing to invest more energy into an idea than anyone else would deem reasonable”
What It Means
Extraordinary results often come from putting extraordinary effort into details that others would consider excessive
Why It Matters
Explains how to create truly memorable experiences that differentiate from competitors who won't invest the extra effort
When It's True
When the extra effort creates genuinely memorable experiences that customers value and share
When It's Risky
When the effort doesn't translate to customer value, or when it's unsustainable operationally
How to Apply
Identify opportunities where extra effort could create disproportionate impact
Calculate whether unreasonable effort generates reasonable returns
Focus unreasonable effort on moments customers will remember most
Example Scenario
“Magician buries 52 cards in grid pattern in backyard night before show to enable 'impossible' trick, creating unforgettable moment”
Related Knowledge
It's the insane part. That's the part nobody wants to do. That's the price tag.
True differentiation comes from unreasonable attention to detail that competitors consider wasteful or excessive
Three Categories of Unreasonable Hospitality
A systematic approach to customer experience divided into three categories: one size fits all (improving every touchpoint for everyone), one size fits some (pattern recognition for recurring situations), and one size fits one (personalized gestures for individuals).
Rules for Productive Criticism
A systematic approach to giving feedback that positions criticism as investment in someone's growth rather than negative judgment.
Enable systematic execution of creative hospitality ideas without bandwidth constraints
Frontline staff consistently execute creative customer experience ideas because someone dedicated removes execution barriers.
Identify and enhance overlooked customer interaction points for maximum impact
Customers notice and remember your business because you care about details others ignore.
Go to the Tapes for Successes
When something works exceptionally well, analyze it as thoroughly as you would analyze failures to understand exactly what made it successful and how to replicate it.