WILL GUIDARA is the founder of Thank You, a hospitality company that develops world-class destinations and helps leaders across industries transform their approach to customer service. He is a former co-owner of Eleven Madison Park and the NoMad, and is the cofounder of the Welcome Conference, an annual hospitality symposium. He has coauthored four cookbooks, was named one of Crain's New York Business's 40 Under 40, and is a recipient of WSJ Magazine's Innovator Award. He lives in the Hudson Valley with his wife, Christina, and their daughter, Frankie.