What Tony Hsieh Taught Me About Hospitality
As we enter the final four weeks leading into Responsive Conference 2026, I can't help but reflect on the first annual Responsive Conference, which took place 10 years ago this September.
I was an inexperienced event organizer struck by the ideas put forward in the Responsive.org manifesto.
In early 2016, I organized a free unconference and instead of the 30 attendees I expected, we were flooded with nearly 300 people. That free event gave rise to Responsive Conference.
In 2016, as I was about to introduce our first speaker, Adam Pisoni, on stage, I got a call from my volunteer at the front desk saying that “somebody named Tony Hsieh is here with an entourage…?”
I'll never forget the sensation of overwhelm as Tony Hsieh, Rachel Murch, John Bunch, and several other Zappos executives made their way to their seats in our kids’ science auditorium at the Lawrence Hall of Science.
At the end of the two days, Tony summoned me up to his nosebleed seats and said, "Well done. Now come see what we're doing in Vegas."
I was starstruck, having had a Zappos Culture Book on my bookshelf since 2010. So – despite the fact that I don’t drink alcohol, gamble, or frequent music festivals – I flew to Las Vegas to attend Tony's Life is Beautiful music festival and witness his effort to transform downtown Las Vegas.
I was out of my element, though my wristband gave me access to all sorts of backrooms and VIP experiences. I was struck by how a hot, deserted part of town was transformed into a lively mix of Burning Man and urban music festival.
It was a full-circle experience for Responsive Conference to be hosted at Zappos HQ in downtown Las Vegas in 2019, just three years later. Tony graciously hosted me and my team in his tiny house village and plied us with Fernet.
It was from Tony that I heard the idea of a workplace built so that random encounters can enrich the working experience. He tried to do that at Zappos and throughout Downtown Las Vegas.
The number of people I meet in Las Vegas to this day who call Tony Hsieh a personal friend is somewhat astounding.
I'm reading Will Guidara’s new book Unreasonable Hospitality: A Field Guide, which is designed as a tactical supplement to his mega bestseller Unreasonable Hospitality.
Will Guidara rejects the word “service” in favor of “hospitality.” I enjoy being of service, but what Tony Hsieh did in Las Vegas with my team and so many thousands of others was to demonstrate hospitality. Tony made us feel at home.
In a world that moves faster than ever, we are short on trust and connection.
I don't embrace Tony Hsieh's personal approach, which was to ply visitors with Fernet, but I remember coming home to my Airstream trailer after a day producing Responsive Conference at Zappos and finding Tony in a hot tub surrounded by beautiful people. He invited me to join them in the hot tub, though all I wanted to do was sleep and prepare for the following day.
As I head into the final four weeks of Responsive Conference 2026, I'll be channeling two very different people who share a common attitude.
Will Guidara for his ceaseless striving for excellence, attention to detail, and constantly challenging himself and his team about how to improve somebody's experience. Tony Hsieh for his idea of spontaneous collisions — bringing different types of people together and saying yes to the connections that result. For the hospitality he shared with everyone he touched.
My goal at Responsive, and across my work, is to not lose sight of these lessons. We could all do with a bit more trust and whimsy in our lives.
3 Things I’ve Loved This Week
Book I’m Reading
I've read Unreasonable Hospitality by Will Guidara several times, but finally picked up his new field guide. As expected, it is a step-by-step guide to applying the principles of unreasonable hospitality in your own business or life.
While it's not as revelatory as the original book, it is a practical exploration of how to be of service to your customers, clients, friends, or family. Though I picked it up to explore how to provide a better experience to Responsive attendees and Zander Media clients, I also find myself considering how to be a better spouse and friend.
Hooded Shirt I Love
I'm just home from a week of hiking in the Eastern Sierra, which was among the hottest weeks I’ve spent in the alpine. This shirt was a lifesaver.
A few years ago, I started to see people hiking and climbing with hooded long-sleeved shirts. Earlier this year, I tried out seven or eight different brands. The Northyard hoodie was my favorite – lightweight and with a big enough hood to fully cover my head without getting in the way.
I own two of them and use them every day.
Article I’m Reading
I first read Daniel Amen’s work in his first book Change Your Brain, Change Your Life, which was revolutionary in 1999 for arguing that the brain was plastic.
The article is a good reminder given my longtime battle with sugar addiction. In particular, adequate protein can mitigate against sugar cravings and inadequate hydration is almost always implicated.
For more on sugar, I suggest The Case Against Sugar by Gary Taubes.
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A decade ago, the Responsive manifesto warned that the rate of change was accelerating, and the future would become harder to predict.
That future is here.
Established in 2016, Responsive Conference brings together 275 CHROs, CPOs, founders, and executives for an immersive two-day experience about work.
The conference is built for leaders who want new ideas, tools, and a community that understands what it's actually like to lead amidst uncertainty.
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Until next week,
Robin
