What's Your "Cognac Problem"?

What problem will you solve by going even farther?

In Unreasonable Hospitality, Will Guidara describes the fine dining problem that he and his team solved with a bottle of cognac.

Here's the gist: patrons visit a 4-star restaurant to be seduced, enchanted, uplifted. Then the bill comes, and all that effort to create culinary and hospitality magic comes crashing down. After three sublime hours, presenting a check can suggest it was all just a transaction. And, after all that hospitality, leaving the check may make customers feel rushed out, when in fact the restaurant is thrilled when guests want to linger.

Will's solution? At the end of the meal, present the table with a full bottle of cognac. Pour each guest a small snifter. Then set the bottle on the table and invite guests to enjoy it at their leisure--and on the house. "When you are ready, here's the check."

Savvy Investment

As Will points out, it's practically impossible to feel rushed when you've been invited to linger over drinks. And by delivering a whole bottle of high-end hooch, gratis, guests get one more magic trick. Yes, there is still the final reckoning of the bill, yet Will and his team have exceeded expectations with a final, radiant, grand gesture.

Ultimately, this elegant investment proved savvy. As it turns out, after a divine meal of rich and varied courses, plus cocktails, wine, coffee, and desserts, few tables ever did much damage to those bottles. So this last magic trick isn't even as expensive as it first appears. Everyone wins.

So what's your "cognac problem"? What sticky scenario could you solve in your firm or with your clients by going farther and investing more to delight and surprise?

• Scheduling is a nightmare? Suggest the unexpected. Offer to meet lawyers on a Saturday morning to plan that client event with bagels and coffee. More often than not, the group won't be able to meet on Saturday, either--but you'll be remembered favorably for the offer alone. And if they can meet? Run a hell of a good meeting and let them see you shine, Saturday morning and all. Then take comp time during the week when it makes sense.

  
  

• Your leadership has a crush on another firm's work? Rather than be defensive, be magnanimous. Introduce your managing or marketing partner to your counterpart at the peer firm whose work she admires. Host the lunch or happy hour and encourage your MP to ask your friend questions. You'll be seen as a connector and leader, and your star will shine brighter for helping your leadership peek behind the curtain at their image firm.

  
  

• A lawyer has a prospect at the 1-yard line but can't get into the end zone? Enlist help. Plan the sporting event or wine tour that brings together your partner, an existing client, and the prospective client. Let the current client help reel in the new client so your lawyer doesn't actually have to "pitch" at all. You'll be seen as the visionary who knows how to create the circumstances for success.

  
  

Whatever your cognac, lean in.