Excellence isn’t a skill set—it’s a mindset. It’s a decision you make, over and over, especially when it’s inconvenient.

Whether you’re leading a team, serving guests, or writing code, excellence lives in the details no one asked for but everyone remembers.

 In Will’s world, being unreasonable means going above and beyond, even when it’s not scalable, trackable, or profitable on paper.

Hospitality is a superpower—even outside the restaurant world. In business, in leadership, in life—it’s about making people feel seen.

Excellence isn’t about one-time heroics. Will believes you should design systems that allow unreasonable acts of hospitality to happen often. Make room for magic—and make it standard.

In a world built for “good enough,” Will challenges you to be extra. Not because you have to—but because it makes the world better. The “unreasonable” ones are the ones who raise the bar for everyone.