Welcome to Building Unbreakable Brands, the podcast for business leaders with a generational mindset, hosted by Meghan Lynch. Meghan, a brand strategist and advisor to generational family businesses, interviews the stewards of enduring brands to uncover what makes the difference between fleeting success and a lasting legacy.

In this episode, Meghan welcomes Matt Nielsen, a fifth-generation steward of Nielsen-Massey Vanillas. Matt sees his role as a caretaker of the family business, ensuring its prosperity not only for the current generation but for future ones as well. They delve into the importance of stewardship versus ownership, emphasizing the long-term care and sustainability of the business, and a "6th generation" mindset and strategy.

Matt shares how Nielsen-Massey has implemented unique governance structures, such as an independent board of directors and a non-family CEO, to bring in external perspectives and challenge the status quo. This approach helps the company avoid complacency and maintain a dynamic, forward-thinking strategy. He also discusses the critical lesson of articulating a distinct shareholder vision that aligns yet remains separate from the corporate vision.

The conversation touches on diversifying beyond a reliance on vanilla while maintaining strategic guardrails on diversification efforts. Matt talks about learning from other family businesses and his interest in creating a structured program for onboarding the next generation.

In a special segment, Meghan's son Henry asks Matt about working with siblings in the business... and about his favorite recipes to highlight vanilla!

Tune in to hear Matt's insights on stewardship, governance, professionalization, diversification, and preparing the next generation.

Key Points Discussed:

• The distinction between stewardship and ownership in a family business.
• The benefits of an independent board and non-family CEO in bringing fresh perspectives.
• Articulating a distinct shareholder vision separate from the corporate vision.
• Strategies for diversification while maintaining focus.
• The importance of learning from other family businesses and developing next-generation leaders.
• The dynamics of working with siblings.

Learn more about Nielsen-Massey Vanillas
Follow on Instagram: @nielsenmassey
Watch on YouTube: @NielsenMassey
Connect with Matt on LinkedIn: https://www.linkedin.com/in/mattnielsen/

Building Unbreakable Brands is hosted by Meghan Lynch
Produced by Six-Point Creative

In this episode of Building Unbreakable Brands, host Meghan Lynch, brand strategist and advisor to generational family businesses, interviews Ruth Lund, co-founder and CEO of True North Culture Advisors. Ruth, who also serves as a Vistage Chair for a leading CEO peer group in the Greater Boston area, brings a wealth of experience in working with companies that have a generational mindset.

Ruth and Meghan delve into the importance of cultivating a strong company culture that can endure and thrive across generations. Ruth emphasizes that companies with a long-term vision are already planning for the next 20, 30, and even 50 years. She discusses how culture is shaped by leaders and the critical role future generations play in preventing leaders from becoming too protective and siloed.

Ruth shares insights on how True North Culture Advisors helps companies measure and improve their culture by assessing the alignment between values, experiences, and desires through comprehensive surveys. This data-driven approach promotes accountability and targeted improvements. One notable client example highlights how a company demonstrated cultural resilience during the COVID-19 pandemic after re-evaluating and strengthening their cultural alignment.

Additionally, Ruth discusses the benefits of CEO peer groups, such as those offered by Vistage, in supporting cultural health and generational planning. Tune in to learn how a strong, future-focused culture can make the difference between fleeting success and a lasting legacy.

Key points discussed:
• The role of leaders and future generations in shaping a resilient company culture.
• The process of assessing and improving cultural alignment through surveys.
• Real-world examples of cultural resilience and improvement.
• The importance of generational planning and CEO peer groups in maintaining cultural health.

Learn more about True North Culture Advisors
Connect with Ruth on LinkedIn: https://www.linkedin.com/in/rutholund/

Building Unbreakable Brands is hosted by Meghan Lynch
Produced by Six-Point Creative

In this episode of Building Unbreakable Brands, Meghan Lynch sits down with Diana Fitzpatrick, attorney, runner, and board president of the Western States 100 Mile Endurance Run, the world's oldest 100-mile trail race. Since its inception in 1974, the Western States 100 has become one of the ultimate tests of endurance, embodying a rich history and a deep-rooted culture of community and volunteerism.

Diana provides an in-depth look at her role as board president and shares the fascinating history of the race, which started when Gordy Ainsleigh ran the trail of the Tevis Cup horse race on foot. She explains how the race has evolved into a nonprofit organization and discusses the operational aspects, including the stringent lottery system that selects 369 participants from over 8,000 applicants each year due to federal wilderness area regulations.

Meghan and Diana explore the importance of tradition within the Western States 100, from the in-person registration and pre-race meeting to the emphasis on honoring all finishers, regardless of their placement. They also discuss the proactive steps taken by the board, such as implementing a transgender policy to ensure inclusivity. Diana highlights the enduring culture of volunteering that spans generations of families, emphasizing the community spirit that is crucial to the event's success.

Key Points Discussed:

• The history and evolution of the Western States 100 Mile Endurance Run.
• Operational details, including the participant lottery system and federal regulations.
• The race's traditions and the importance of honoring all participants.
• The proactive creation of a transgender policy by the board.
• The culture of volunteering and community involvement that supports the race.
• Before wrapping up, Diana turns the mic over to the next generation, underscoring the event's commitment to future endurance athletes and community leaders.

Learn more about the Western States 100 Mile Endurance Run
Follow Diana on Instagram: @dianafitz11

Building Unbreakable Brands is hosted by Meghan Lynch
Produced by Six-Point Creative