Failure™ Magazine

Success Made Simple

An inside look at why Amish businesses are thriving.

Written by Jason Zasky   Filed under Business

Only half of newly-opened American companies are still around after five years. But if the business is Amish, the success rate is ninety-five percent. Even more notable is that Amish businesses are surviving—and thriving—in spite of cultural isolation and self-imposed restrictions on the use of technology—including cars, trucks, phones, credit cards, computers, and electricity. It’s not as if the horse-and-buggy crowd has been limiting itself to traditional Amish businesses, either. In recent years, communities in states like Pennsylvania, Ohio, and Indiana have been diversifying their business interests, extending the Amish “brand” into industries like furniture, construction, clothing, and home remodeling—in some cases establishing multi-million dollar operations that contract with the likes of Kmart and Ralph Lauren. 

This begs the question: What can modern American business owners learn from the relatively uncomplicated ways of the Amish? Erik Wesner—a widely recognized independent expert on the Amish who established close ties with various communities during his decade-long stint as a sales manager and book salesman for Southwestern Company—set out to answer that question by taking a close look at what the Amish do differently. In his new book “Success Made Simple” (Jossey-Bass), he relates the experiences of dozens of Amish business owners, and reveals how they lead their organizations to lasting success. Wesner was gracious enough to answer my questions about the Industrial Revolution taking place in Amish Country, and the lessons we can learn from Amish ways of doing business.

The Amish are typically portrayed as standoffish and world-wary people. How close is that stereotype to reality?
There is some truth to the idea that Amish are reluctant to engage the world. They traditionally view themselves as a people “in the world, but not of the world.” But as Amish have moved more and more into business, the social distance with non-Amish has lessened. Today many Amish count “English” people as business partners, neighbors, and friends. Amish and English cooperate on numerous levels, from organizing charity events to tackling highway safety issues.

Also, the answer to this question depends on the community. It’s helpful to remember that there is much diversity within horse-and-buggy Old Order Amish society. Though all Amish share common beliefs (such as adult baptism and the principle of non-resistance), there are meaningful differences between Amish affiliations, from how they approach technology to style of dress and orientation to the non-Amish world.

What types of businesses do Amish typically pursue?
The Amish approach to education, agricultural heritage, and religious beliefs funnel entrepreneurial energy into a specific range of businesses. Amish finish schooling at grade eight, and this limits the types of businesses they can pursue. Also, cultural and religious values prevent them from entering certain industries, such as those dealing with technology or those considered morally objectionable.

Amish typically focus on craftsmanship-oriented and labor-intensive businesses, such as furniture making, carpentry, and manufacturing. Furniture making has grown into a large nationwide industry, supported by networks of non-Amish retailers and online outlets. Amish builders construct and remodel homes in upscale neighborhoods near urban centers in the Midwest and on the East Coast. And Amish women operate quilt businesses and produce stands.  Some Amish businesses cater to the tourist industry. Others primarily serve the Amish and Plain market, such as buggy shops or Plain clothing retailers.

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