Marketing is the lifeblood of any business. It’s how companies connect with their target audience, build brand awareness, and ultimately drive sales. In today’s tech-savvy world, marketing has evolved significantly, and there’s an ongoing debate about which approach is more effective: traditional or digital marketing.

Business value is important to all businesses, but it is transferable value – what a business is worth to a buyer without the owner’s presence and involvement in the business – that drives a successful exit.

The 2023 BEI National Exit Planning Conference gathered 140 Exit Planning professionals in Denver, Colorado last week. Over three days at the Four Seasons Hotel Denver, attendees connected with peers, thought leaders, and gained insights from business, leadership, and marketing experts through a variety of sessions and networking events.

For business advisors, the multifaceted world of family-run businesses can be as rewarding as it is complex. One of the most intricate aspects of guiding such businesses is ensuring fairness, especially when both business-active and non-business active children are in the picture. But how do you, as a business advisor, offer expert guidance in such scenarios? Understanding Fairness Beyond Business When dealing with family-run businesses, the role of a business advisor isn’t solely about dividends, shares, or operations. It’s about understanding and emphasizing the importance of fairness, a crucial consideration, especially when children play different roles within the business. Tackling the delicate issue of fairness in family business transfer is akin to navigating a complex labyrinth, but with the right approach, the journey can lead to collective success. Recognizing the unique talents and aspirations of each child is vital. Whether they are fully invested in the family enterprise or seeking different paths, their ambitions and contributions should be acknowledged. Such recognition not only ensures individual growth but solidifies the long-term success and cohesion of the family enterprise.  The Imperative of Open Communication For any business advisor, communication is essential. Remember, by fostering an environment that values open dialogue, you are laying the groundwork for mutual understanding and respect. Advisors should actively encourage the allocation of resources and mentorship for business-active children, helping them bloom within the company’s confines. Simultaneously, it’s vital to bolster non-business active children by supporting their ambitions outside the family firm. As highlighted in a previous BEI article sharing eight questions to ask your client as their child takes over the business, it’s crucial for every voice to be heard, acknowledged, and appreciated. Crafting a Legacy Rooted in Fairness Incorporating fairness into a family business is not just about the present but is a legacy-building move. A culture rooted in fairness fosters adaptability, collaboration, and resilience. It’s about making the family-run business not just an enterprise but a living ecosystem that thrives on collective aspirations and dreams. Such a culture enhances the bond within the family, also bolstering the reputation of the business in the wider community. Fairness is, after all, more than equitable distribution; it’s about shaping an environment where every member has an equal shot at success. For a deeper dive into this, check out our blog post on 5 pros and cons of family business transfers!  The Bottom Line To business advisors guiding family-run businesses: fairness is not just a principle to uphold; it’s a strategy for long-term success. It’s about recognizing individual paths, facilitating open dialogue, and ensuring that each member feels valued and included. By championing these principles, you’ll be guiding your clients towards a brighter, more harmonious future where both the business and family members can thrive. Remember, in the intricate dance of family-run businesses, fairness is the tune to which success gracefully sways.