Community Matters—How Deep Local Roots Fuel Long-Term Success

Zingerman’s, a famous delicatessen in Ann Arbor, didn’t just serve sandwiches—it became a hub of local energy, its founders weaving themselves into the city’s daily rhythms. When faced with the temptation to clone their formula across the country, they instead doubled down on deepening roots at home. Their picnic table meetings attracted not only staff but customers, suppliers, and even critics, drawing input on how the business could better serve—and be shaped by—the needs of its city.

They sponsored food-related events, joined in neighborhood projects, and kept hiring locally, even offering training and mentorship to other area entrepreneurs. In turn, the community fueled Zingerman’s evolving identity and celebrated its wins as their own. Their ‘giving back’ wasn’t just charity—it was genuine partnership, a clear two-way street.

Research in social capital shows that organizations embedded in their local ecosystems enjoy higher trust, word-of-mouth referrals, and resilience during hard times. Their impact spills beyond profits, nurturing a sense of shared ownership and belonging that benefits both business and community over the long haul.

Spend a few minutes mapping out how your work naturally touches—or could touch—the lives of people in your local area. Then, start one small project that builds a real bridge between what you do and what matters locally, making sure it goes beyond simple donations or surface-level giving. Seek out real feedback from those around you and look for ways to strengthen those bonds, building not only goodwill but practical support for your efforts as times change. Give the outreach a real chance—a week of honest conversation can spark unexpected results.