Case study: A compelling narrative vision for Zingerman’s Farmer’s Market


Zingerman’s Westside Farmer’s Market

In my last post I described Collins and Porras’ 4-part model for an effective vision. One component is a vivid narrative description. I’ve seen relatively few organizations create this, particularly in the not-for-profit sector – but its creation is possibly the most fun and engaging. Here’s a lovely example of a narrative vision statement for what became a Zingerman’s-sponsored Farmers Market in Ann Arbour, Michigan:

It’s the longest day of the year; the sun is at its pinnacle of warmth and light. Throngs of people are milling around the Roadhouse parking lot, amazed and excited at the abundance of locally produced goods, ranging from several gorgeous varieties of tomatoes to handmade soap and artisan crafts, to herbs and plants, plus a very strong synergy of Zingerman’s items—cheese from the Creamery, breads from the Bakehouse, and the ever-energetic Roadshow crew caffeinating all the vendors and customers. Every vendor is selling the best of what there is to offer, growing or producing themselves what they sell…”

And by the way: within just four years this vision had become a full, day-glo reality for the lucky farmers and foodies of Ann Arbour.

Author: Suzanne Hawkes

I'm an organizational effectiveness consultant, facilitator and leadership trainer based out of Vancouver, Canada, and working across Canada and the USA

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