The key to growth as a church or a business is getting first-time guests to come back. And as any good manager of a hotel, a store, a restaurant, or an attraction knows, the key to getting guests to come back is not actually the rooms or the product or the food itself; it's how guests feel when they're there. It's about hospitality. No matter how much effort and time we spend on excellence--good music, inspiring sermons, a good coffee blend in the lobby--what our guests really want when they come to our churches or businesses is to feel welcome, comfortable, and understood.

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