Purpose Before Profit: Jordan Winar Of Zion Outdoors On The Benefits Of Running A Purpose-Driven Business
An Interview With Chad Silverstein
People: Offer a product that clients believe in. Your first client will be a significant milestone.
In today’s competitive business landscape, the race for profits often takes center stage. However, some leaders prioritize a mission-driven purpose, using their businesses to make a positive social impact. They recognize that success isn’t solely about making money. In this interview series, we are talking with some of these distinct leaders, and I had the pleasure of interviewing Jordan Winar.
Jordan Winar is the co-founder of Zion Outdoors, the leading concrete resurfacing and paver installer in Texas, where he and his team have created two proprietary products called Gem-Scape™ and Cap-Stone™. He and his team have experience with over 30,,000 projects in the home improvement space over the last 12 years. Jordan has experience leading a team to over $50 million in annual revenue. While impressive, he believes that ‘people,’ not ‘profit,’ is unquestionably the most important KPI in business and he is going to share with us today why he believes that.
Thank you so much for doing this with us! Our readers would love to get to know you better. Can you tell us your “Origin Story”? How did you grow up?
If I could sum it up for folks to relate to, I would say my childhood was like the “Adventures of Huckleberry Finn.” I grew up in a small town called Brecksville, Ohio. My dad was in manufacturing, and my mom took care of us five kids. We were taught at an early age that the “early bird gets the worm.” My dad worked hard six days a week, and we went to church together on Sundays. We were a content family that always had food on the table, and we were expected to be at dinner every night. Reading was a big part of my childhood, and if I wasn’t swimming or fishing in our pond or working at the local golf course, you could find me nose-deep in a book. Everything growing up was earned, not given. One of my earliest memories is of a few kids at my school starting to play golf, and their families belonged to country clubs. They made golf sound exciting, and I decided it would be fun to try it. I’ll never forget walking into my dad’s den, where he was reading the paper, to ask him for some money to play golf at a local municipal course (not a country club). I’ll never forget his stern look and direct words when he looked up from his paper: “Son, golf costs money. If you want to play, I suggest you get a job and make some money.” At that moment, I knew I would need to find a way to earn money, and I did. I got a job at a local golf course in the maintenance department, which opened my eyes to manual labor and construction, and I loved it! In the summers, you could find me at the golf course seven days a week in my early teens. As soon as I finished work, I would go out and play golf until the sun went down, then go back to the maintenance department to clock in and water the course at night. Looking back, I’m shocked they let a kid work so many hours, but I wouldn’t trade it for anything.
Can you share the most interesting story that happened to you since you began leading your company or organization?
Oh wow! That’s tough because I have been lucky enough to share many special moments over the years. I’ve seen team members buy their first houses, or have their first baby. I have been with colleagues the moment they lost their mothers or were diagnosed with cancer and talked it through. I have had the privilege to travel to Mexico to celebrate with top performers on their hard work. The first time we brought in $7 million in a month or had a $1 million day is something I will NEVER forget. Some of the most interesting stories involve dealing with difficult clients and trying to be fair to both the company and the client. I’m grateful for those hard conversations because they made me and the team better in the future. If I had to boil it down to just ONE story, it would be saying goodbye to one organization and walking into a new one. In my previous organization, I had a team of 50, and I loved every one of those guys. I would do anything for them; we had such a deep bond. When I was leaving to start Zion Outdoors, I received a call at 5 a.m. from the owner offering me $1 million to stay and additional equity in the firm. I remember walking into each of my kids’ rooms and watching them sleep, then sitting on my back patio with my dog, just thinking, “What should I do?” It was a significant amount of money and would solve many problems for my kids and wife. When my wife got up, she said something that still resonates with me: “You love those guys, don’t you?” She knew the answer to that question. She then said, “Jordan, it’s never been about the money for you, and it’s not now. While this seems like a lot, money will come and go; you know what to do.” I called the owner back and declined the money. He was shocked. I bet on myself and my partner Lael that we could build something special on our own terms.
We often learn the most from our mistakes. Can you share one that you made that turned out to be one of the most valuable lessons you’ve learned?
Every day, I think about one particular mistake on a weekly basis because if you don’t learn from it, it can destroy your business. Here is the lesson: “When hiring someone, ensure their values AND skills meet your standards.” Let me define ‘values’ first. Values are what your organization stands for and how you identify as a team or business. Positive values can include being loyal, friendly, generous, team-oriented, and having a growth mindset. Negative values can include being mean, a bully, rude, narcissistic, self-centered, vulgar, and so on. Now, let’s define ‘skills.’ Skills are what it takes to complete a job. For example, if you want to sail across the ocean, you want to ensure you hire someone who knows how to sail and has a team mindset so they don’t jeopardize your ship by thinking only of themselves. It’s essential to hire for both.
Now that we have the stage set, let me explain the mistake I made that haunts me to this day. In 2021, I was part of a fast-growing business, and we knew a guy who had an incredible skill set. Using our sailing analogy, he had a tremendous amount of experience sailing successfully. However, I did not test his values. He was self-centered, close-minded, emotionally volatile, manipulative, and had vulgar tendencies in meetings. I remember sitting in a leadership meeting where he yelled at a C-level individual, saying “F*** you,” and he did it more than once during that meeting. While he had great skills, he lacked emotional control, which impacted the business tremendously. In fact, he single-handedly set the company back for years to follow, and his verbal assaults will haunt people for the rest of their lives. This was someone I highly recommended we hire. It was a bad mistake, and I regret it, but it was also one of the greatest gifts to learn from that experience and hiring process.
Now I know what you’re thinking: “But I don’t have the time to find the right fit, or this person is ‘good enough.’” You couldn’t be more wrong. Just remember that sailing analogy. You need someone who will fight the storm with you AND help you get out of the storm alive. You can’t afford not to. You would be better off keeping your boat at the dock if you can’t.
As a successful leader, it’s clear you uphold strong core values. What are the most important principles you firmly stand by and refuse to compromise on?
For me, the top value is positivity. In today’s world, it’s easy to focus on what’s wrong and complain. I respect those who endure challenges and emerge stronger, lifting others in the process. Every day, we have a choice: to view situations positively or negatively. For example, when someone falls short, do you criticize them or frame it as a learning opportunity? Both scenarios are the same, but the mindset makes all the difference. This applies to everything — from our diet to how we interact with colleagues, even our responses to tough situations. Choosing positivity is essential, especially when life is already full of negativity.
The second principle is giving. The old saying goes, “give, and you shall receive.” Giving is crucial — whether it’s supporting someone new, giving back to the community, or sharing your time and effort. We live in a “what’s in it for me” culture, but I believe in embodying a spirit of generosity, as stated in John 15:13: “No one has greater love than to give up one’s life for one’s friends.”
Finally, I value fun. We often take ourselves too seriously and forget why we started our journeys in the first place. When you gather a group of positive, generous people who are having fun, amazing things can happen. Time flies, and they often surpass expectations together.
What inspired you to start a purpose-driven business rather than a traditional for-profit enterprise?
First, it’s important to note that purpose-driven and for-profit are not mutually exclusive. My partner Lael and I believe that while profits keep a business running, people are at its core. Without the right input, you can’t expect positive output, especially in home services. This belief guided us to establish values for Zion Outdoors shortly after we crossed the seven-figure mark.
When we hit that milestone, our team was around ten individuals. We recognized that these individuals would shape the future of Zion Outdoors, so we collaboratively defined our values. It wasn’t a top-down approach; we pressure-tested our values to ensure everyone was on board. One of our core values is, “We are giving.” We want our communities to see Zion Outdoors as a generous organization and inspire others to do the same. Thus, we founded Walkways 4 Warriors: for every 100 projects we complete, we give away a project to a deserving U.S. veteran in the communities we serve, free of charge. This creates a beautiful cycle of support between us, the community, and our veterans.
Benefits of Leading a Purpose-Driven Business
What are the benefits of leading a purpose-driven business compared to a standard one?
While we might not be a cutting-edge tech firm or a world-changing medical company, we are blue-collar workers who create meaningful spaces for families. It can be hard to stand out in our industry, but having a purpose-driven story, like Walkways 4 Warriors, sets us apart.
When we share that choosing Zion Outdoors means giving back to veterans, it resonates deeply with clients. Being able to select award recipients is profoundly fulfilling. A purpose-driven business has a compelling story to tell, making it one that people want to associate with. While profits may fluctuate, the memories and stories created will last forever. A business is guided by the people connected to it, and becoming part of their stories leaves a lasting impact.
Impact of Mission on Success
How has your company’s mission affected its overall success?
Imagine entering your office and seeing a wall tracking projects toward a significant milestone. It’s motivating to know that each completed project brings joy to a family. We’re grounded in serving our community and committed to a purpose larger than profit. This mission fuels our desire to succeed and give back, ensuring we can continue our work with integrity.
Evaluating Impact
What methods or metrics do you use to evaluate the impact of your purpose-driven strategy?
It’s straightforward: for every 100 projects completed, we give away one to a veteran. Each project we sell brings us closer to our goal of giving back. We can forecast how many veterans we’ll serve in the coming year based on our metrics, linking our purpose directly to our business performance.
Pivotal Moments of Impact
Can you share a pivotal moment that highlighted your impact?
One moment stands out vividly. I was with my colleague Gary Singletary in a veteran’s home, informing them they were a recipient of a Walkways 4 Warriors project. When the veteran revealed a competitor’s salesperson had referred them to us, I was struck by the impact we were making. Our competition wasn’t just competing; they were recommending us. That moment reinforced our mission and reminded me how interconnected we all are.
Navigating Purpose and Profit
Have you faced situations where your commitment to purpose clashed with profitability?
I would say “yes” but only in the short-term. Sure, in the next quarter we would have made more money if we weren’t giving projects away for free. However, we don’t take a short-term view of our business. We believe that everyone, clients and team members alike, wants to be a part of something that is bigger than themselves and their bank account. We believe that the irony is that purpose driven, generous businesses over time will make far more money than those who hoard every dollar!
Team Dynamics and Financial Challenges
Have you faced challenges from your team regarding finances? How did you address them?
Yes, we often liken growing a business to climbing a mountain. There are ups and downs, thrilling views and scary moments. But we believe that no matter what you are facing we are stronger together! As a result we practice open-book finance and encourage transparent dialogue about challenges. Every week, we have discussion with the team and share everything — from profits to marketing expenses — everyone understands the business’s health. This transparency fosters trust and eliminates rumor mills.
Advice for Budding Entrepreneurs
What advice would you give to aspiring entrepreneurs who want to start purpose-driven businesses?
Firstly, it’s never too late. My partner and I both started in our 40s, proving that experience is invaluable. Secondly, don’t make knee-jerk reactions. You’ll have plenty of challenges to navigate. Choose a partner whose skills complement yours, ensuring you can support each other effectively.
Five Essentials for a Purpose-Driven Business
What are the five things you need to create a highly successful purpose-driven business?
- People: Start with a compelling story that resonates with you and your team. Walkways 4 Warriors became our cause.
- People: Offer a product that clients believe in. Your first client will be a significant milestone.
- People: Hire individuals who align with your vision and values. A single wrong hire can disrupt your entire organization.
- People: Engage with your community. They may not need your services now, but they can support your purpose.
- People: Always remember, it’s about people. Business is personal and begins and ends with them.
Nurturing Team Connection
How do you instill a sense of connection with your team and nurture a culture centered around your mission?
The key is to bring on individuals who are genuinely excited about the mission. Maintain open communication and spend quality time together. We hold weekly meetings to share metrics and celebrate wins, fostering a sense of camaraderie. Outside of work, we enjoy meals together and create a familial atmosphere, because business is personal.
Looking Ahead
Imagine we’re sitting down two years from now, looking back at your company’s accomplishments. What would make you happy with your progress?
Personally, I would love to see our team members achieve their personal goals, whether it’s buying a home, sending their kids to college, or taking a dream vacation. Achieving recognition on the Qualified Remodelers top 100 list would also signify significant growth for us. When our team thrives, the business flourishes, and we successfully serve our veterans through Walkways 4 Warriors.
Inspiring a Movement
If you could inspire a movement to benefit the most people, what would it be?
I would encourage all individuals to pray and follow Matthew 7:7 which says: “Ask, and it will be given to you; seek, and you will find; knock, and the door will be opened to you.” Prayer can change lives and perspectives, and I believe everyone can find a transformative relationship through Jesus Christ and His saving grace.
Following Your Work
How can our readers follow your work or your company online?
The best way to stay updated is join our monthly newsletter which you can subscribe to at www.zionoutdoors.com. We share stories, recipes and other tips and tricks for home improvement. In addition, you can subscribe to our YouTube channel, follow us on Instagram or LinkedIn by searching for Zion Outdoors and looking for our logo.
Thank you for taking the time to share your insights with us. We wish you continued success!
About the Interviewer: Chad Silverstein, a seasoned entrepreneur with over two decades of experience as the Founder and CEO of multiple companies. He launched Choice Recovery, Inc., a healthcare collection agency, while going to The Ohio State University, His team earned national recognition, twice being ranked as the #1 business to work for in Central Ohio. In 2018, Chad launched [re]start, a career development platform connecting thousands of individuals in collections with meaningful employment opportunities, He sold Choice Recovery on his 25th anniversary and in 2023, sold the majority interest in [re]start so he can focus his transition to Built to Lead as an Executive Leadership Coach. Learn more at www.chadsilverstein.com
Purpose Before Profit: Jordan Winar Of Zion Outdoors On The Benefits Of Running A Purpose-Driven… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.