If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask a successful multigenerational business owner to share her insights.
In this edition of "Ask the Board," we feature Karen Cuppett-Piontkowski, CEO and Founder of Bungee. Formerly Direct Answer, Bungee is a multichannel marketing agency that offers a variety of services such as e-commerce, customer retention, customer swag, and subscription fulfillment.
Cuppett-Piontkowski is carrying forward a remarkable legacy that began in the 1800s. She's the latest in an unbroken line of women business leaders spanning three centuries and has valuable tips to share for those who are involved in a multigenerational business. Here's the advice Cuppett-Piontkowski imparted to fellow business owners.
Embrace cross-generational perspectives
The business landscape is constantly evolving, and having multiple generations involved in your company can be your greatest asset. In our company, we have baby boomers, Gen X, millennials, and Gen Z all working together. Each generation brings a unique perspective on technology, communication, and customer expectations. This diversity of thought has been crucial to our 95% client retention rate.
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Let go of your ego
While many of my industry peers "checked out" as technology advanced, I took a different approach. I've seen too many business owners resist change because they're stuck in their ways. Success in a multigenerational business requires checking your ego at the door. I regularly run ideas by our younger team members and welcome their feedback — even when they tell me I'm using outdated phrases.
While honoring your company's heritage is important, it shouldn't come at the expense of progress.
Karen Cuppett-Piontkowski, CEO and Founder of Bungee
Create structured generation dialogue
Don't leave cross-generational learning to chance. We have regular generational meetings where we discuss everything from company structure to emerging trends. These conversations help us anticipate what's next and better serve our diverse client base. It's not just about older generations teaching younger ones — it's a two-way street.
Balance tradition with innovation
While honoring your company's heritage is important, it shouldn't come at the expense of progress. Coming from a long line of entrepreneurs, I understand the value of tradition. However, I've learned from working with pioneers like Steve Case at AOL that innovation is crucial. The key is finding ways to preserve your core values while embracing new approaches.
Build for the next generation
A multigenerational business isn't just about family succession — it's about creating an environment where knowledge and experience are freely shared. I want to pass along knowledge to anyone who's interested, whether they're family or not. We hire people who love detail and want to be part of something bigger than themselves. That's how you build a legacy that transcends generations.
Stay small if it serves your purpose
Not every successful multigenerational business needs to be a large corporation. Staying small allowed me to raise my family and focus on industries that aligned with our schedule. The size of your business should match your values and goals, not someone else's expectations.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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