I see something dangerous happening in hospitality right now.
People want the dream, but want someone else to build it for them.
They want a strong brand, but they outsource the soul.
Same thing for the community, but they outsource the conversations.
Do not speak about culture, they outsource the taste.
And here’s the part that will sound strange coming from me:
Don’t hire an agency, not even LOBBY.
At least… not yet.
Once, I told my team something that became a rule for us:
if we can’t execute at least 70% of the idea ourselves, we don’t build the project.
Not because we’re purists or control freaks.
But just coz the core of a place, the pulse, the point of view, the intention, can never come from outside.
Hospitality founders rely too much on external resources.
Brand studios. Creative studios…Consultants…
Everyone wants to delegate the heavy lift.
And then they wonder why their place feels generic.
Here’s what we don’t want to hear:
we can hire help, but we can’t hire soul.
We can’t outsource the parts that make our place unforgettable.
And also, if you hire someone, ask them if they already ran a place, spent nights not sleeping, went to the grocery store for the last call needs, fucked up a company, simply ran a business
If you want to build something real, you have to get your hands dirty.
You have to lead from inside.
You have to build the first 70% yourself, or nothing will hold.
The problem (and solution at the same time) comes from us, not founder.
Let’s dive into why below.
You can outsource execution. You can’t outsource intention.
An agency can refine your identity.
A designer can elevate your visuals.
A strategist can organize your narrative.
But none of these people can answer the real questions:
Why does this place exist?
What do you stand for?
What world do you want to build?
Intention is your job, trust me.
The 70% rule protects that.
