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I’ve wanted Ari Weinzweig on the show for a long time. If you don’t know Ari, he co-founded Zingerman’s in Ann Arbor and helped grow a single deli into a whole community of businesses including a bakehouse, coffee shop, candy store, ZingTrain, and more, without losing soul. That’s rare.

We cover a lot, but here are the big beats, human-sized:

From Dishes to Direction

Ari didn’t plan a career in food. He connected with great people, put in the work, and eventually discovered the power of writing a clear, story-based vision, not just a spreadsheet of goals.

It’s All One Life

Self-awareness isn’t a side project. If you’re pretending to be someone else at work, it shows. The real win is being the same person both on and off the clock.

Systems That Serve People

ZingTrain turned good habits into teachable tools: purposeful meetings, open-book rhythms, and change done with people (Bottom-Line Change).

Business as Art

What if every email, service moment, and decision is a brushstroke? Choose beauty on purpose, especially when it’s easier not to.

Dignity, Daily

Ari shared six practices that make workplace cultures feel different in the best way:

• Honor everyone’s humanity
• Be authentic (without acting out)
• Give people a meaningful say
• Start from positive beliefs
• Help folks reach their version of greatness (within your values)
• Work toward equity: pay, information, access, and support

Why This Matters Right Now

Uncertain times tempt leaders to tighten fists and shrink vision. Ari argues the opposite: tell a vivid story of where you’re going, build simple systems that help people win, and practice dignity, especially when you’re tired. That combination scales culture without hollowing it out.

Links & resources

• Listen to Episode #66 with Ari Weinzweig
• Zingerman’s Community of Businesses (deli, bakehouse, creamery, mail order, coffee, Roadhouse, candy, Cornman Farms, Miss Kim, food tours)
• ZingTrain training: visioning, service, open-book habits, Bottom-Line Change
• Ari’s books & pamphlets: A Lapsed Anarchist’s Guide series; The Art of Business; A Revolution of Dignity; Life Lessons I Learned fro

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This week on Outside Insights, I sat down with my good friend John Sanders, founder of Bridgeforce, to talk about what it really takes to build a business that endures.

John’s story isn’t about quick wins or flashy exits. Over the past 25 years, he and his partner have built a management consultancy serving global banks, credit unions, fintechs, and lenders — staying true to the values they set on day one.

The Leap of Faith

Bridgeforce began with a breakfast conversation, a bold “I’m in,” and a same-day resignation. No parachute. No safety net. Just conviction that failure was not an option.

That leap defined the next quarter-century of John’s life.

Lessons from the Journey

Throughout our conversation, John shared some hard-earned lessons:

• Every stage brings new challenges. Surviving the first three years was one kind of test. Scaling brought others. Even today, the obstacles evolve.
• Motion creates insight. You can’t steer a parked car. Progress requires movement, even when the path isn’t perfect.
• Culture matters. Bridgeforce was built on a simple plus/minus exercise: do more of what we admired in others, none of what we didn’t. That clarity still guides the company.
• Protect what you value. Whether it’s intellectual property, your people, or your principles, what matters to you will matter to others — and sometimes it must be defended.
• Strategic energy beats constant energy. You don’t need to win every race. You just need to run the right ones.

Leadership Through Crisis

We also talked about leading in uncertain times, including the pandemic. John’s approach was deeply personal: calling every employee, shouldering their worries, and reminding them they didn’t have to carry the weight alone.

That philosophy — let me worry for you — says a lot about the leader John has become.

What He’d Tell His 21-Year-Old Self

Relax. Sit in the pocket. Don’t rush.
And… buy Apple stock.

Recommended Reading

One of John’s all-time favorite books is Tuesdays with Morrie by Mitch Albom — a reminder that the most profound lessons on how to live often come from those nearing the end.

Connect with John

You can learn more about John and Bridgeforce at:
👉 Bridgeforce.com

In the end, John and I agreed that the true rewards in business and life are often the simplest: a good meal, a walk, and maybe a nap.

🎧 Listen to Episode 65 now
📩 Share this with someone who’s carrying too much alone — and could use a reminder that leadership means sharing the load.

Until next time, friends,
Chris

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How business coach Nikhil Paul helps companies grow by going narrow, not wide

Most business owners think scaling means reaching more people.
Nikhil Paul says it’s the opposite.

In this week’s Outside Insights, my longtime friend and small business growth coach shares why the fastest path to growth is going narrow, not wide—and how identifying your cult customer can transform your business.

Your cult customer is the one who:

• Pays you the most
• Forgives you when you mess up
• Loves your product so much they can’t stop talking about it

When you know exactly who they are—and build your business around them—you stop chasing everyone, and start leading someone.

We explore:

• What CrossFit, Costco, and Patagonia can teach us about niche obsession
• Why embracing your “weirdos” can turn a company into a movement
• The pen-and-paper exercise that reveals your cult customers in 10 minutes
• How doubling down on your core audience can let you break industry rules and still win

Along the way, Nikhil shares real-world stories—from Death Wish Coffee’s “too strong” gamble to Solé Bicycles’ pivot from exercise gear to lifestyle brand—that show how focus fuels profit, loyalty, and freedom.

If you’re trying to scale beyond $5M, reconnect with your company’s heart, or cut through the noise, this episode will give you the clarity—and courage—you’ve been looking for.

🎧 Listen to Episode 63 now
📩 Share this with a founder or leader who’s ready to grow by going narrow.

Until next time,
Chris

If this conversation resonates, forward it to a friend or colleague. Insight is meant to be shared.