Service, for me, for us, is not a transactional act. It’s not a trick we undertake to get people to give us their money. Yes, of course, great service has strategic value. Every day we go out with the belief that we need to re-earn our customer’s trust and make it worthwhile for people to want to spend time and money with us. But really, service is a way of being in the world. Ari Weinzweig, cofounder, Zingermans
