I need to confess something that might surprise you. After decades of perfecting my skills as a periodontist and implant surgeon, I discovered that technical excellence was never the secret to building a thriving practice. The real breakthrough came when I learned to be completely unreasonable.

I know that sounds strange. Maybe even reckless. But this single shift in thinking has transformed not just my practice, but how I approach every patient interaction, every team decision, and every moment that matters.

A few months ago, I picked up a book that I thought would be just another business read about customer service. Instead, I found a philosophy that completely challenged everything I believed about what creates patient loyalty. The author ran a restaurant that became the number one restaurant in the world - not through better food or fancier decor, but through something most of us have been trained to avoid.

Here's what I realized: being "reasonable" is killing your practice growth. And I have two stories that prove it - one that shows the power of being unreasonable, and one that shows the devastating cost of being too reasonable.

Two Stories, One Principle

The first story is about a hot dog. One evening at a high-end Michelin-starred restaurant, a server overheard a customer mention that despite all the incredible cuisine they were enjoying, what they really wanted was a simple New York hot dog. Most restaurants would have smiled politely and moved on. That's the reasonable response - you don't serve hot dogs at a fine dining establishment.

But this restaurant did something completely unreasonable. They sent a runner to a street vendor, bought a hot dog, plated it with the same care they'd give a fifty-dollar entrée, and delivered it to the stunned customer. That hot dog cost about three dollars. But it created a story that customer has probably told hundreds of times. That's the power of being unreasonable.

Now here's the opposite story - my story. Recently, I walked into a deli near my office and ordered my usual. At the register, I asked for a salt packet to go with my meal. The person behind the counter said no. They had a policy against giving out extra condiments. I wasn't asking for anything elaborate - just a salt packet that probably costs them a fraction of a penny.

It was a small, reasonable denial based on their policy. They were being efficient. Following the rules. Staying reasonable. But that tiny act of stinginess cost them a customer forever. I've never returned. And I've told this story dozens of times - and the impact of this simple act was lasting.

Do you see the pattern? One business spent three dollars on something "unreasonable" and created a raving fan. Another business saved a fraction of a penny by being "reasonable" and lost thousands in lifetime customer value. The question is: which business are you running?

The Hidden Blockages in Your Practice

Most dental practices have invisible blockages that prevent them from creating raving fans. These blockages aren't about clinical skills, equipment, or location. They're about mindset and systems. We've built practices around technical excellence while neglecting the human experience that actually drives loyalty.

Here's what I've learned about these hidden blockages. First, we underestimate the power of small gestures. We think patients care most about our credentials and technology, when they often remember most how we made them feel during a moment of anxiety. Second, we operate from a scarcity mindset. We worry that going above and beyond will cost too much time or money, when the real cost is the patients we lose through unreasonable stinginess. Third, we forget that our team and vendors deserve the same unreasonable care we give patients.

Think about your own practice. How many "salt packet" moments are happening every day? A patient calls with a question, and your front desk takes a message instead of finding you immediately. A patient mentions they're nervous, and you provide reassurance but don't go further. A team member asks for something small, and you say no because of policy. Each moment feels reasonable in isolation. But they add up to something that keeps you average.

Now imagine the opposite. What if you looked for opportunities to be unreasonable every day? Not grand gestures that cost thousands, but thoughtful moments that show you're willing to break your own rules to serve someone exceptionally. Those moments accumulate into something far more valuable than you might imagine.

The Framework I'm Using

I've been experimenting with a framework for several months now, and the results have been remarkable. It's built on a simple but powerful principle: give more than you expect to receive, and you'll ultimately benefit more than anyone. This isn't feel-good philosophy; it's practical business strategy backed by human psychology.

The key is to build systems that support spontaneous acts of extraordinary care rather than policies that prevent them. Empower your team to make unreasonable decisions in favor of patients without needing approval. Create a culture where going above and beyond is celebrated rather than seen as inefficient. Look for daily opportunities to be unreasonable—these don't have to be expensive or time-consuming, just unexpected and personal.

When you do this consistently, something remarkable happens. You create a unique position for your practice that has nothing to do with price or convenience. In a world where practices compete on the same tired metrics, unreasonable hospitality becomes a differentiator that's almost impossible to copy. Why? Because most dentists won't do it. It requires a mindset shift that feels uncomfortable at first.

But here's what I want you to consider: the practices that will thrive in the coming years won't be the ones with the fanciest technology or the most aggressive marketing. They'll be the ones that create raving fans through unreasonable hospitality. They'll be the ones that understand that in a world of increasing automation and commoditization, the human experience is the ultimate differentiator.

Your Challenge

So here's my challenge to you: look for one opportunity today to be unreasonable. Go beyond what's expected. Exceed what's reasonable. Create a moment that makes someone say, "I can't believe they did that."

Will it be a hot dog moment - something unexpected that delights someone beyond measure? Or will you avoid a salt packet moment - a small denial that costs you far more than you save?

Those moments accumulate into a reputation. That reputation becomes your most valuable asset. And that asset transforms your practice from ordinary to extraordinary.

Because at the end of the day, being unreasonable isn't really unreasonable at all. It's the most reasonable strategy for building a practice - and a life - that truly matters.

What's your next unreasonable act? I'd love to hear your thoughts in the comments.

Want Dr. Sonick to transform your team into patient experience champions?

Discover the proven "Showtime" methodology that has helped practices increase case acceptance by 25%, boost patient retention by 15%, and create teams that patients rave about. Dr. Sonick's exclusive training program teaches your entire team how to combine clinical excellence with hospitality-driven care that drives measurable results.

Ready to create your own culture of caring? Learn more:https://michaelsonick.com/course