The answer is simple, if not easy: create a culture of hospitality. Which means addressing questions I’ve spent my career asking: How do you make the people who work for you and the people you serve feel seen and valued? How do you give them a sense of belonging? How do you make them feel part of something bigger than themselves? How do you make them feel welcome?

When you create a hospitality-first culture, everything about your business improves—whether that means finding and retaining great talent, turning customers into raving fans, or increasing your profitability.

It’s a cliché that culture can’t be taught; it has to be caught. And what better way to appreciate the exquisite nature of Daniel’s food than to spend six months ferrying plates from the kitchen to the table? More important, while we were teaching people the technical points a little bit at a time, it would give them the opportunity to fully absorb the culture we were building, long before they became point person with a guest. And how we chose which people to invite onto the team became central to our success.

I wrapped up that first strategic planning meeting by telling the team, “The moment you start to pursue service through the lens of hospitality, you understand there’s nobility in it. We may not be saving people’s lives, but we do have the ability to make their lives better by creating a magical world they can escape to—and I see that not as an opportunity, but as a responsibility, and a reason for pride.

But, as oxymoronic as it may seem, you can also be proactive about improvisational hospitality. This is simple pattern recognition: identify moments that recur in your business, and build a tool kit your team can deploy without too much effort.