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Building a Business

A Philosophy of Connection, Boldness, and Belonging

By

Brian DeSimone

Jan 7, 2025

»

5 Min

The art and philosophy of making people feel seen, taking social risks, and initiating warmth.

This document is a work in progress (still editing and refining) but its essentially the core pillars of my service and hospitality philosophies


1. Radical Connection (a desire to connect)

The philosophy of making people feel seen, taking social risks, and initiating warmth.

  • Every guest should feel seen, valued, and welcomed like an old friend.

  • Never Assume You're Bothering Others: Approach people with confidence and familiarity. Assume that people want to talk to you.

  • The smallest gestures—eye contact, remembering a name, a sincere greeting—carry immense weight.

  • Connection deepens naturally over time: from first welcome, to recognition, to anticipating preferences, to community integration

  • True hospitality involves social courage—taking the lead in making a connection, making people feel at ease, and ensuring they are part of something special.

  • Engagement as an art form


2. The Art of Reading the Room (Knowing When to Engage & When to Step Back)

Some guests want a conversation. Others just want their coffee. Some might be open to a light joke, while others need quiet. A great hospitality professional can sense energy shifts instantly—they know when to lean in and when to step back. It’s the difference between a warm, fluid interaction and one that feels performative or robotic. **Example: A regular guest enters but seems rushed—without this skill, a well-meaning but overly enthusiastic greeting might feel like a burden rather than a welcome.


  • Hospitality isn’t a one-size-fits-all approach. It’s a dance between engagement and space.

  • Staff are empowered to read energy and adjust accordingly

  • A great host knows when to lean in and when to step back

  • Comfort comes from an environment that feels intuitive, never forced

  • Energy management shifts naturally: morning efficiency with warmth, midday relationship building, afternoon community fostering

  • Each time of day requires its own balance of connection and space


3. Bold Yet Thoughtful Experimentation (Surprise, Delight, and Take Risks with Care)

Pushing boundaries with thoughtfulness while maintaining a framework for safe innovation.

  • Encouraging play and innovation in service: introducing unconventional moments (e.g., structured guest interactions, unexpected perks, spontaneous acknowledgments).

  • Allowing staff to test ideas, take risks, and refine their personal style.

  • Experiments must enhance customer comfort and align with core values

  • Changes should be easily reversible and carefully monitored

  • Mistakes are not failures—they are necessary iterations in crafting extraordinary moments.


4. Hospitality as a Shared Experience (Creating a Space Where Guests Feel Like Participants, Not Just Customers)

From Passive to Active Hospitality: The space is not just about serving guests—it’s about hosting a moment and fostering meaningful interactions among strangers and regulars alike.

  • Community should feel organic yet structured, like an ongoing conversation.

  • Guests should leave feeling like they were part of something bigger.

  • Creating shared, unexpected moments of interaction among guests.

  • Space design encourages natural community building

  • Every visit builds upon previous connections


5. Effortless Flow & Ease (Service That Feels Seamless & Natural)

Invisible Excellence: Great service should feel seamless and natural, never like a chore. The best hospitality is often the kind you don’t notice—until you reflect on how effortlessly everything flowed.

  • Every touchpoint should be frictionless, clear, and inviting.

  • Guests should never feel unsure of what’s next or how to navigate the space.

  • Warmth and intelligence should coexist in the design of the experience.

  • Natural bridges between coffee service and studio experiences

  • Transitions feel organic, never forced or promotional


My ‘Why’—The Transition from Photography to This Vision

I’ve spent years capturing people at their most authentic. Photography is about seeing people—hospitality is about making people feel seen.

- In photography, the magic happens in moments of vulnerability and trust.

- The same principles apply to hospitality: trust, connection, and comfort.

- The goal is to create a place where people feel like they belong, just as they are.

- My experience behind the lens informs my approach to human interaction and experience design.

This philosophy isn’t a static framework—it’s an ongoing conversation with guests, the team, and the space itself. It will evolve, adapt, and refine itself with every interaction and every risk we take.

A Philosophy of Connection, Boldness, and Belonging

A Philosophy of Connection, Boldness, and Belonging

A Philosophy of Connection, Boldness, and Belonging