Reclaiming a Legacy
When Jos Zamzow and his sister, Callie Zamzow, stepped in as co-CEOs of Zamzows in 2018, they were taking over more than a business.
They were restoring a legacy.
Founded by their grandparents in 1933, Zamzows had grown from a Depression-era feed store into a trusted name in animal care, lawn, and garden across Idaho.
But after a stretch of misaligned leadership, the business had started drifting from its core principles. “The group in charge were off track,” Jos said. “They had lost some of the main forays of what got us to this point.”
Taking over meant more than just stabilizing operations. It meant steering a legacy business toward innovation—without losing its roots.
Seeking Honest Feedback
Jos already had experience with coaching. But when his longtime coach retired, he knew he needed to find a new source of accountability and outside perspective. That’s when he met Allison Dunn and joined the Whetstone Board of Advisors—a peer group for leaders looking to sharpen their thinking and challenge their assumptions.
Jos values Whetstone for its honesty. “Especially the higher up in a company you get, the more you need those people who will tell you the truth,” he said. “Who can disagree with you, tell you you’re being a jerk, or you’re being short-sighted.”
A Sounding Board That Works
Whetstone has become Jos’s go-to forum for vetting new ideas before rolling them out. Ahead of a product launch, he presented a concept to the group—how it might be marketed, how it fit with customer needs—and received candid, grounded feedback.
Unlike his internal team, Whetstone members don’t live and breathe Zamzows. That outside lens helps him think more like a customer and less like an insider. “If you came into the store and had this issue, I would present this solution,” he explained. “And here’s what I was thinking of calling it.”
That fresh perspective often reveals blind spots—and helps Jos refine strong ideas into even better ones.
Slowing Down to Think Smarter
As someone who naturally moves fast, Jos says Whetstone helps him slow down and think things through. “When I have a good idea, it’s hard to stop the momentum,” he said. “But the group helps me realize there’s more to work through.”
Sometimes, that clarity comes from group Sounding Boards where members share current challenges. Even when the issue isn’t his own, Jos leaves thinking, “What would I do if that were happening in my organization?”
That kind of reflective thinking has influenced how he approaches innovation, leadership, and decision-making at every level of the company.
Staying Grounded in Truth
Jos describes Whetstone as “grounding, learning, and a fresh perspective.” He appreciates the consistency, the shared accountability, and the expectation that everyone shows up prepared and engaged.
He also credits Allison and the Deliberate Directions team for creating a space that feels intentional and supportive. “They take it seriously to be working with you,” he said.
His advice to other leaders: “If they don’t know how they’re going to get honest feedback, they should be looking in Whetstone.”
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