No Business Being in Business: 3 Reasons Why It Works for Inc. Magazine’s Coolest Small Company
“I’m an anarchist and an introvert.”
This is not what you’d expect from a successful businessperson. But that’s exactly how Ari Weinzweig, partner and co-founder of Zingerman’s Delicatessan described himself during our podcast. Except for the introvert part, I can relate to the underlying sense of not having any business being in business. But Ari and co-founder Paul Saginaw have created a successful community of food-related businesses (ZCoB) that completely upend the idea of business as usual.
There are plenty of reasons why Inc. Magazine named Zingerman’s the coolest small company in America. After all, Ari and Paul succeeded in building an empire without giving up what made it great in the first place.
Like all of our podcasts, my conversation with Ari and Paul, focused on the practical ways that they put creative thinking to work. While there is much to consider in their uncommon sense, here’s my take on the top three reasons why no business being in business is good business for them.
Pragmatic Visionaries: They started small but their vision was always big. Driven by their taste buds to bring the perfect corned beef sandwich to America’s mid-section (geographically speaking) they were practical about building a viable business that was also a vehicle for something more. Like an elasticized waistband (which you need when eating at Zingerman’s because it’s SO good), the deli expanded outward; becoming a bake house, a creamery, an online store, a management training consultancy and more. The bottom line was an indicator not an end. They were practical and yet never lost touch with a greater sense of purpose.
Inclusive and Connected: Long before the clamor for transparency and authenticity in all things, Ari and Paul were living it. From the get-go they were as committed to their employees and the community as they were to their customers. Wonder how do they do it?
They share financial goals and performance with employees. In fact, they have training sessions so that everyone from cooks to counter staff and coffee house baristas, can read a balance sheet and grasp what’s going on.
They train their people. With a variety of three and five-step guidelines, Zingers (my word for Zingrman’s staff) live the goal of great customer experience. It’s a very smart use of structure as the source of freedom. Zing leaders allow people to excel as their authentic selves within the Zingerman’s culture.
They provide a living wage. Ari and Paul may have started the deli because of a passion for corned beef. But from the beginning their vision included paying people a wage that would support a life, an education, a mortgage, and an opportunity to advance. Their philosophy in action has strengthened and enriched the Ann Arbor community every bit as much as their many charitable programs.
Zingy! Really Truly Remarkable: Zingerman’s is a deli plus a community of other food-related businesses. But they’re also in the business of retail theatre. (This applies to the online store too). The customer experience is a heady mix of yeasty, cheesy, meaty aromas with a congenial crush of people noshing, shopping, learning about hand-crafted, insanely delicious food. Their in-store graphics are great too: a little quirky, slyly funny and with just enough feeling of home made to keep it real. (The online store extends the brand with the same graphic style adding high quality content that will keep a foodie up long past bedtime).
When your name (Zingerman’s) becomes an adjective (Zingy) that describes the experience you deliver, you’re definitely doing something right. In fact, you can learn face-to-face from Ari and Paul and their management consultancy team by signing up for a ZingTrain session. So don’t worry if you feel like you don’t have any business being in business. You may be destined for something great that simply isn’t business as usual.
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