---
title: What does a Small Giant Look Like?
description: This video by Google features one of the original Small Giants, Zingerman's, and the unique qualities of companies driven to be GREAT - not just big.
---

[Insight for Business Leaders Building Great Values-Driven Companies ](https://blog.smallgiants.org)

# [What does a Small Giant Look Like?](https://blog.smallgiants.org/what-does-a-small-giant-look-like)

 Written by [Marisa Smith](https://blog.smallgiants.org/author/marisa-smith) | June 17, 2015

The concept of a Small Giant can be hard for people to grasp, unless they've **experienced **a Small Giant - as a customer, partner, or employee.

Bo Burlingham felt it when he first walked into [Zingerman's](http://www.zingermans.com) in Ann Arbor, MI back in 2003 and quickly identified them as the "Coolest Company in America" – which also started his quest to see if there were other companies out there who had the same kind of "business mojo", and eventually led to the book *Small Giants.*

## The Six Qualities of a Small Giant

- LEADERSHIP -- Company leaders know who they are, what they want out of business, and why.
- COMMUNITY -- The Company is deeply rooted in the communities in which they do business.
- RELATIONSHIPS -- All Company members maintain close, personal ties with customers, suppliers and each other.
- CULTURE – The Company encourages a friendly and collaborative culture, based on caring for people in the totality of their lives.
- PASSION -- All Company leaders have a burning passion for what the company does.
- PROFIT -- The Company has a sound business model, a healthy balance sheet, and a steady gross margin which it protects. 

## A Closer Look at Zingerman's

Google recently released a great video that captures the mojo of the Zingerman's Community of Businesses (ZCoB), and showcases the unique qualities of Small Giant companies: 

[*Watch the video on YouTube*](https://www.youtube.com/watch?v=YnYWc_xVa5Q)

Want to learn more about building a Small Giants culture? [Download our eBook](https://content.smallgiants.org/the-small-giants-approach-to-building-a-culture-of-performance) for strategies and best practices! 

[View full post](https://blog.smallgiants.org/what-does-a-small-giant-look-like)

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