Our 2025 CEOs to Watch are forward-thinking leaders transforming family businesses across generations and industries. Some are building values-driven enterprises from the ground up, others are modernizing multigenerational companies. Some are family members, others are not. But they’re all united by a shared commitment to creating inclusive, purpose-driven cultures that blend innovation and tradition.
They also have another trait in common: the ability to balance long-term vision with day-to-day execution, ensuring their companies remain competitive while staying grounded in the family’s values.
Brian McGuigan
Laird Norton Company | CEO | Non-family
Brian McGuigan is the CEO of Laird Norton Company (LNC), an eighth-generation, family-owned enterprise with a 170-year legacy of thoughtful stewardship, long-term vision and values-based leadership. Since becoming CEO in early 2023, McGuigan has brought a rare combination of strategic clarity, operational rigor and human-centered leadership to LNC.
“Brian is guiding LNC through a period of meaningful modernization while honoring its legacy,” says Jill Gardner, family president of LNC. “In my role, I see how Brian embodies the values that have guided the family and, in turn, the company for eight generations: thoughtful stewardship, long-term vision, and a deep commitment to people and partnerships.
“Since joining LNC, my colleagues and I have also had the opportunity to experience Brian’s exceptional leadership skills and ability to empower others and foster collaboration. By cultivating trust and creating a culture centered on accountability, innovation, simplicity and inclusivity, Brian elevates those around him, enabling their talents to shine while driving impactful change.”
McGuigan joined LNC in a corporate development role in 2012 and progressed through roles of increasing responsibility and complexity culminating in his appointment as CEO. He has been involved in many pivotal investments for LNC, including acquisitions, growth equity investments and several successful realizations.
“I was drawn to Laird Norton Company because of its strong history and reputation, but also because of the opportunity to help shape its future,” McGuigan says. “This is a company grounded in values — real values that guide decisions, relationships and investments. I felt that the company’s values were very much in alignment with my own, which was incredibly compelling to me.”
Since taking the helm, McGuigan has championed improvements in governance, digital infrastructure and risk management. His leadership has driven greater cohesion between LNC’s arms, clarified the company’s long-term vision and positioned it for sustainable, multi-generational growth.
“My focus has been on strengthening the foundation so we can build wisely on top of it,” McGuigan says. “That means aligning our portfolio, improving how we make decisions and making sure our teams and leaders are supported and empowered.”
At the heart of his leadership style is a strong belief in people, culture, and trust. McGuigan has cultivated a work environment centered on simplicity, accountability, innovation and inclusiveness.
“There’s a deeper level of accountability in a family business,” he says. “You’re not just managing assets. You’re stewarding a legacy, and doing it in a way that respects the past while building toward the future.”