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Valuable Insights from a Non-Family Leader of a Family Business

Meet Aaron Guenther of Torke Family Coffee Roasters, a fourth generation family business in Sheboygan, Wisconsin.


Aaron Guenther is head of sales at Torke, a valuable leader and not a family member. His insights and advice to family leaders was invaluable:

  • The culture at family businesses is a strong competitive advantage for employees, customers and the community. Company values and a longer term vision lead to strong, healthy cultures and that's why he selected and stays with family-run businesses.

  • Respect, trust and listen to the insights provided by your non-family member executives; they often have objective viewpoints that you can't get from family members. Share why their ideas may not make sense now or in the future.

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