Zingerman’s has been a huge part of my life. Growing up in Ann Arbor, it was a huge part of a lot of people’s lives, creating a vibrant and bustling atmosphere downtown that cemented Ann Arbor as a quirky, fun, free spirited place to be. With great pickles.
It’s no secret that Zingerman’s loves Visioning
The “Zingerman’s model” to all of the ZCoB – Zingerman’s Community of Businesses – starts with Vision. When I was working there in the 90’s in high school, the ZCOB was part way into a 15-year Vision that started in 1994 and went to 2009. Now, their 2032 Vision is out, and it’s just as inspiring as when I was living it with them:
It’s our 50th year! That’s right. The Big 5-O! And the Zingerman’s Community of Businesses (ZCoB) is healthier, happier, and more financially sound than ever. We have continued to break creative ground in the worlds of progressive business, service, food, work experiences, love and care. In an era where electronic interaction is now the norm, our personalized, passion-driven, person-to-person connections set us further apart from the mainstream.
-Zingerman’s 2032 Vision
After years of working there and loving it, I was itching for a fresh adventure. I pitched the idea of taking two months to travel around the west coast and discover new products we could add to our offerings. I couldn’t believe it when I got the green light from my boss!
After a rocky start, I used what I learned from the Zingerman’s approach and started daily Visioning. Eventually I built enough momentum to return home with a delicious, gourmet array of products, and enough reliable sources to lead the launch for Zingerman’s corporate gifting department. I felt successful.
But what was next? Surely there was something for me after corporate gifts. Since then, I used the same process – albeit, much longer and more intense – to create another 5 year Vision. And I’m still living it.
Once I peeled back the layers and did this process for myself, I realized that my true Driving Purpose in life is to guide others to help themselves transform through this process as well. Visioning became such an important part of my life, that I new I was passionate enough about it to turn it into a business.
Zingerman’s Mission
The ZCoB works because Zingerman’s mission reflects their long term Vision. The difference is that the mission may never be fully attained, and it’s more meant to be a mode of operation. For example, “enrich as many lives as we possibly can” is the mission. The Vision is how you know you’re successful at it.
We share the Zingerman’s Experience
Selling food that makes you happy
Giving service that makes you smile
In passionate pursuit of our mission
Showing love and care in all our actions
To enrich as many lives as we possibly can.
From the Vision comes the Driving Purpose and the Mission. From the mission comes the Guiding Principles:
We successfully share the Zingerman’s Experience by following our principles and living our commitment to providing and/or building:
1. Great Food!
2. Great Service!
3. A Great Place to Shop and Eat!
4. Solid Profits!
5. A Great Place to Work!
6. Strong Relationships!
7. A Place to Learn!
8. An Active Part of Our Community!
This approach works because…
The Vision is the clear picture of success -> The Mission creates the north star and the motivation -> The Guiding Principles create frameworks for operations and behavior -> Process
Yes, you can create a healthy, happy, motivated, loyal and engaged staff by providing a clear Vision for them to feel part of.
What is Zingerman’s?
Zingerman's is a gourmet food business based in Ann Arbor, Michigan. It was founded in 1982 by Paul Saginaw and Ari Weinzweig, and is known for its specialty foods, commitment to high-quality ingredients, local sourcing, and classic recipes.
The company has expanded to include ten different businesses, including a deli, bakery, creamery, coffee roastery, and corporate gifts of course, among others. For over 40 years, with now over 700 employees and $65 million in annual revenue, Zingerman’s has been recognized nationally not just for their amazing products and customer service, but also for their unique approach to business success.
Their approach is so unique, it spun off another addition to the ZCOB called the ZingTrain, a Vision-child (is that a word?) of Maggie Bayless, and has been delivering business training and leadership tools for the past 25 years.
I’m so grateful for everything I learned from Zingerman’s, from the fantastic challah recipe that I’ll cherish forever, to the power of Visioning that will be a central super power of mine, forever.
