The 2019 Fall Family Business Forum, Leveraging Your Legacy: Using Storytelling to Enhance Customer & Employee Engagement, took place at Del Paso Country Club on October 10. Over 90 family business members and Technical Advisors filled the seats. The half-day program, led by Meghan Baker of Downey Brand, Curt Rocca of DCA Partners and Lois Lang of Evolve Partner Group touched on all aspects of how storytelling can play an integral part in a business’s culture, brand and their public perception.
The morning session featured Lois Lang facilitating a panel discussion with Kevin Fat of Fat Family Restaurant Group, Diane Fiddyment of Fiddyment Farms and Dave Lucchetti of Pacific Coast Building Products, on how storytelling plays a role in their family business. Each panelist, all longtime members of FBC, touched on how they use storytelling to convey values, history, and expectations to employees through internal communications and onboarding. And, how they each convey the importance of their values and mission through advertising. We learned that the common threads are the values set forth when these family businesses were founded and that their values are still alive today. Being a family business can set a business apart from its competitors.
Mid-morning, attendees had time to share their stories with one another with facilitated roundtable discussions led by FBC Technical Advisor Members. In small group discussions, family business members expanded on areas of 1) Family Storytelling for the Family, 2) Building Employee Moral, 3) Building the Family Brand.
We closed the program with lunch and a dynamic session let by Curt Rocca featuring Les Lyman and Ernie Roncoroni of Grow West along with Troy Schroeder of Clutch and David Parker of OTM. Grow West and their team dove deep into their recent rebranding process and how storytelling played a key role in their longterm strategic plan. Keeping the legacy alive is a driving factor for many family businesses, so the process Grow West went through to re-brand was significant for the family as well as their employees and customers.