Make Something Special

If you want to have a really special business, well . . . I know it’s obvious, but I’ll state it anyway: the product has to be really special, too. I’m not saying it has to be expensive. Just special. Exceptional. Engaging. Interesting. Better still, unique. (Or at least unique to your part of the world—pimento cheese is found in just about every kitchen in the South, but in Ann Arbor you won’t find it anywhere but Zingerman’s . . . at least not yet!) Put something out there that people will get excited about, take note of, talk about, and want to actively get behind, through good times and bad. I’m sure there are exceptions to this rule, but almost any great company that comes to mind was built around a special product or service.

Keep in mind that even products that now seem unremarkable were once unique. Offering drive-in restaurant service was something special back when the McDonald brothers got going, and the burgers probably weren’t all that bad, either. Parking outside the Golden Arches back in the day was a cool thing to do—not just something you did for convenience or to keep your kids quiet. Sears was once a huge innovator in catalog sales and service, not just a department store struggling to survive in the 21st century mall. (They were social innovators, too: check out the Rosenwald schools, started by part owner and president, Julius Rosenwald, back in the early years of the 20th century.)

Excerpt from Zingerman’s Guide to Good Leading, Part 1: A Lapsed Anarchist’s Approach to Building a Great Business

Secret #18

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