In the previous article – Part 1: Why We Should Talk Much More About Ambassadorship – we explored why ambassadorship deserves greater attention in the context of family collaboration, whether in a business, in wealth management, or within a foundation.
Ambassadorship in family ownership can be described as a shared understanding of what concrete expectations we have of one another as owners – not just toward the next generation, but also toward older generations, partners, and teenagers in the family. You might say that while Next Gen development is partly about how one becomes motivated for ownership and finds one’s role within it, ambassadorship applies to all generations and is less about motivation and more about what family members simply must uphold in a shared ownership.
In this article, we offer suggestions on how to work actively with ambassadorship in a family context.
Taking the Initiative to Develop your Family Ambassadorship
There are several reasons to focus on ambassadorship across generations:
- You ensure a common understanding and commitment to the family’s purpose and values
- You learn and ensure continuous development together as a family
- You highlight the importance of safeguarding the family’s reputation
- You promote togetherness and open communication
- You create space for younger family members to be included and engaged
But how do you approach the task in practice? If you are the one taking the initiative to start a conversation about how your family manages its ambassadorship, you should be mindful of four key elements to get off to a good start.
Occasion: These conversations should not take place casually at Sunday dinner or on a random weeknight at home. Instead, invite everyone to a family meeting, an owners’ forum, a summer gathering, or another event that fits naturally into your yearly calendar. What matters most is setting the stage so that all participants understand that the purpose is to discuss family ownership and collaboration. Ideally, hold the meeting in a neutral setting with good food, a beautiful view, or something else that makes people genuinely look forward to attending.
Structure: Every meeting needs someone to set the agenda, guide the conversation, and keep track of time. If that person is you, take the role seriously. Participants develop greater trust and openness when they sense the meeting is in good hands. Family collaborations often come with emotional undercurrents and unspoken expectations, and some may hesitate to speak up if structure and accountability are lacking. That is why it is essential to explain the purpose clearly, outline the agenda (with proper breaks), and close the day with some shared family time.
Choosing the Right Topics: Not every subject needs to be debated at the first meeting, but it is important to choose a mix of topics – some that can be resolved quickly, and others that deserve more thoughtful attention. These might include family members’ behavior on social media, how to interpret and carry forward the values of your ownership, inspiration from external speakers, or group activities and hands-on exercises.
Keep in mind that it is difficult to handle all topics in roundtable discussions, since some people tend to dominate while others hold back. To ensure that everyone’s views are represented, use exercises where each person, for example, writes their opinion on a sticky note and places it on a shared board. If you prefer more playful approaches, you might also consider using tools like LEGO bricks, creative arts, or games to spark constructive and positive dialogue.
Final Thoughts: Consider the outcome of the day before you even start planning. Should the meeting result in a new – or perhaps the very first – chapter in a family constitution, ownership strategy, or collaboration agreement? Conversations fade quickly unless they are captured in writing and followed up. Be sure to record the key learnings and decisions from the day and share them afterward, giving everyone the chance to review and confirm agreement.
As noted, developing ambassadorship can be more demanding than it first appears. Yet the outcomes are rewarding: greater clarity, a stronger sense of shared direction, and – above all – the prevention of future conflicts. This makes the effort highly worthwhile.
If you are curious about how your family can work proactively and positively with ambassadorship in your ownership, feel free to contact us for a conversation.
