In this episode of "Failing to Success," Chad Kaleky, host of Cosmic Design, interviews Dan Gershenson, owner of Caliber Brand Strategy and Content Marketing, about his experiences with optimizing businesses. Gershenson's company specializes in helping second-generation business owners level up their companies through unique marketing strategies. Gershenson emphasizes that he doesn't just focus on blog posts but takes a topic and explodes it into a variety of mediums, such as social media, videos, and infographics.

Gershenson shared a story about a printing company he worked with that did not have a brand for themselves despite their high-profile clients. He suggested that they use content to bring their stories out, and with the use of big photos and a website, they were able to achieve this. The company came back to Gershenson 10 years later to work with him again, citing his content as the best they had ever had. Gershenson explains that second-generation business owners are ideal clients because they are interested in leaving their own legacy and mark on the business.

Gershenson provides some reasons why companies don't always migrate to the next generation, including the next generation not wanting to do that work, an offer coming through the door, or the family member not being a natural-born leader. He believes that it's very hard for someone in the third or fourth generation to sometimes say that they have everything mapped out for them. They may want to go their own way for a while, and it's a question of whether they should be in the business that their grandparent or parent has set out for them.‍

Timestamps:

00:00:00 Intro

00:00:22 Creative Marketing Story

00:02:40 The Focus on 2nd Gen Business Owners

00:07:10 Defining Moment

00:10:48 Advice for New Entrepreneurs

00:18:18 Contact Dan