Running a family business today can sometimes feel like running a marathon in which the course keeps changing. At first glance, it may look as if your goal is as straightforward as itâs ever been: Develop and sell the best product or service in your market.
But then as you round the first curve, you see a host of new competitors, changing customer demands, perhaps even an entirely different delivery system made possible by technology that wasnât available when you started out. And suddenly, you recognize your family and business need a new identity.