Sometimes, the most interesting business stories start with a simple observation. That’s exactly what happened when Bo Burlingham, writing for Inc. Magazine, visited a quirky deli in Ann Arbor, Michigan. What he found at Zingerman’s wasn’t just great food—it was a completely different way of thinking about business success.
The article Burlingham wrote about Zingerman’s, dubbed “The Coolest Small Company in America,” sparked something unexpected. His publisher noticed a pattern: successful companies actively choosing not to expand as aggressively as possible. This insight led Burlingham on a journey that would challenge conventional wisdom about business growth and eventually culminate with his influential book Small Giants.
But what makes a company choose to stay small? Take Zingerman’s story. Founded in 1982, the deli became a national sensation by 1992, featured in major publications like Esquire and The Washington Post. When the franchising requests started appearing, most businesses would have jumped at the opportunity. Instead, Zingerman’s chose a different path.
Rather than spreading themselves thin across the country, they created what they call a “Community of Businesses” in the Ann Arbor area. They expanded thoughtfully, adding a bakehouse that sells nationwide, a roadhouse restaurant, a creamery for cheese and gelato, a catering operation, and a thriving mail-order business. The result? They’ve become so magnetic that high-level professionals—including partners from national accounting firms—have left prestigious positions just to bake bread in their bakehouse.
What Burlingham discovered through studying companies like Zingerman’s was a different definition of success. These “small giants” choose to be great instead of just big. They focus on being the best at what they do, build deep community connections, create strong cultures, and put their employees first—all while maintaining healthy profitability.
In his fascinating interview, Burlingham breaks down why this approach works and how it often leads to better customer service and stronger business performance. He challenges the “grow or die” mentality that dominates business thinking, showing how companies can thrive by focusing on excellence rather than size.
Want to learn more about this alternative path to business success? Watch Burlingham’s full interview below to discover how businesses are proving that staying small can be a strategic choice rather than a limitation.
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