By Ernesto Poza
In a world where only 32% of family businesses make it to the second generation and only 12 percent survive to the third still controlled by the founding family, it is worth looking at family enterprises that have beat those odds and grown into multimillion-dollar companies. What are these long-lasting family businesses doing to survive and even thrive? How are they transferring the accumulated business wisdom and the spirit of enterprise from generation to generation?
A few years ago, I examined the adaptability and continuity of family-owned and family-controlled companies by interviewing fourth-, fifth-, and sixth-generation leaders of companies that were at least 100 years old around the world. Those included 16 companies with annual revenues ranging from $18 million to $5 billion, and operating in industries including newspapers, textbook distribution, brick and tiles, food and beverage, wine producers, insurance, baked goods, leather accessories, farm equipment distribution, and automotive sales.
It became clear that regardless of industry or home country, the common ingredient to success was advocacy of change by the next generation. This change was driven either by strategic planning, by promoting a spirit of entrepreneurship or by relying on a continuing series of entrepreneurial ventures; what I call “interpreneurship” or intergenerational entrepreneurial activity.1 Every one of the companies had elements in their culture that enabled them to reinvent themselves with every generation.
Guy Renkert, fifth-generation CEO of Ironrock Capital in Canton, Ohio, explains that since its founding in 1866 by his great-great grandfather, each generation of his family has paid close attention to the customer to adapt the business to the changing market. The company began as a manufacturer of paving bricks, becoming the largest such company in the world. As the demand shifted to concrete and asphalt, the company moved into producing structural bricks. In the 1960s, it exited the brick business and used its knowledge of clay extrusion and firing to enter the unglazed quarry-tile business, again becoming a market leader. In the 1980s, Guy’s mother convinced the company to add glazed decorative tiles with an American motif; much like Italian, Spanish and Mexican tile makers have successfully done. Now, under Guy’s leadership, the company still produces quarry and decorative tiles, but has returned to brick manufacturing, producing a “thin brick”, that allows architects and builders to construct buildings with all the richness of real brick, but with the speed and cost-effectiveness of bare steel structures.
These NeXt Gens remind all family members that what is good for the business is good for the family. And what is good for the business is change. The premise is systemically elegant and robust: To the extent that next generation leaders bring more variety inside an organization, the company will have more resources to deal with the increasingly varied and changing marketplace outside. That often means NeXt Gens hire new people with new skills, implement new information and social media technology, take the company global, add younger independent outsiders to a board, and adopt team structures of work.
From this perspective, the conflict that is inherent across generations of owner-managers is often key to the survival of the family business. It provides the wake-up call needed to reinvent the business as conditions change.
Sometimes that call comes from the family’s inability to sustain enough income to support, via dividends or distributions the living standard the younger generation expects. In the early eighties, McIlhenny, makers of the famous Tabasco sauce, was seeing a slow-down in growth. Edward McIlhenny Simmons, the fifth generation CEO of the Avery Island, Louisiana, company posed this question to family shareholders during a family retreat: Should we invest in growth so as to expand the profit-generating capacity of the firm or invest in a family assistance program aimed at helping family members adjust to their new, less affluent, reality? Naturally, the family members voted to support reinvestment in growth. New products, such as a steak sauce, and a Bloody Mary Mix, were created and revenues increased. The company currently ships over 175,000 two-ounce bottles of a variety of peppery sauces daily.
Successful centennial family companies chose to change both family dynamics and business strategy in order to continue to realize, across generations, the value of their particular competitive advantages, advantages that were often rooted in the unique culture of a family-owned company.
They did this by:
1. Making next generation members that are active in management responsible for bringing their own vision for the enterprise in their generation. Samuel Curtis Johnson III did this at S.C. Johnson, a family company, when, as a junior chemist he brought with him his dream of a new class of insecticides and insect repellents that would become Raid and Off and grow the company from annual revenues of $60 million to yearly sales of $4 billion.
2. Creating a family venture capital company or bank that reviews and sometimes funds business plans by next generation members. These new ventures either took the business in new directions or facilitated the formation of separate entities for which next generation family members had entrepreneurial passion. (After all, what is the point of forcing or incentivizing a family member with a future as a world-renowned gourmet chef into the family’s construction company? And what is the long-term value of having the company remain the most recognized national brand if most of the sales growth will be taking place in other markets?)
3. Capturing the legacy and identity of the firm and its brand from previous generation leaders before they retire. While this used to be captured in special anniversary books, today’s digital media makes video recordings and multimedia collections a much more attractive way of engaging younger generation family members in the continued spirit of enterprise. Stories of wisdom plus innovation, coming from two generations with a common purpose, nurture the spirit of continued family enterprise.
4. Having well-qualified next generation members serve on the board of directors. And having this board hold management, which could be increasingly nonfamily in larger family companies, accountable for change and adaptation. Success often lulls professional management into the proven way of doing things. It often takes alert, responsible young owners to question the status quo and provide a needed wake-up-call as new technology, new supply chains and new customer preferences emerge. Next generation Hewlett and the Packard family members did this for a slumbering Hewlett-Packard while they were still active controlling shareholders.
5. Restructuring ownership and control of the company and pruning the family tree. Ownership structures don’t transfer well across generations. The speed and agility advantage of many entrepreneurial companies is easily dissipated as founding families and their businesses grow. Ownership is not an exercise in democracy. And loving all family members equally is no excuse for fair/equal distribution of company stock among the many heirs.
References:
1Poza, Ernesto. A la Sombra del Roble, Editorial Universitaria, 1995 and Smart Growth: Critical Choices for Family Business Continuity, University Publishers, 1997.
Ernesto Poza is a world renowned expert on family enterprise. He is a clinical professor of global entrepreneurship at the Walker Center for Global Entrepreneurship at Thunderbird School of Global Management in Glendale, Arizona and the author of Family Business, 3rd edition. Follow him on twitter @familybusiness