Business

Sasha Lund on Strengthening Family Businesses and Bridging Generational Gaps

January 16, 2025
7:54 pm

By: Joshua Finley

Managing century-old family businesses isn’t just about profit margins and stock portfolios. It’s about navigating complex relationships, bridging generation gaps, and keeping peace at the dinner table. Few understand these challenges better than experienced family business advisor and podcast host Sasha Lund, who works with families to address the unique and intricate issues that can arise—like how their children handle the challenges of a famous last name or what happens when Sunday dinner doubles as a board meeting. Her distinctive approach is grounded in a simple truth: understanding the family dynamic is key to supporting the business.

Focusing Beyond Finances

Business may pay the bills, but it’s not the only factor driving Sasha. “When people ask me what I do, I don’t immediately focus on the business side of things,” she says. What excites her most? Collaborating with families who have built something enduring, including one that’s been around for over a thousand years. Family businesses come with their own set of challenges. As Sasha explains, “We all know what it’s like to come home after a tough day and take it out on family members. Now imagine working with those same people every day—it can create real tension.” Her role? Helping families build healthier interactions and create a more harmonious environment.

As times change, so do family expectations. Sasha experiences this firsthand with her 10-year-old son. “Some of the words he uses—I thought I was cool, but I don’t even understand the slang these days,” she laughs. This generational gap often impacts family businesses significantly. Children who grow up with wealth may have different aspirations than their parents envisioned. “They might want to forge their own path,” Sasha says, “but they still need to uphold the values that define their family, particularly with a famous surname.” Balancing these dynamics requires thoughtful compromise and clear communication.

Connecting Through Public Speaking

Sasha’s journey into public speaking began with a nerve-wracking experience. At 13, she found herself translating a Swedish producer’s speech on live German TV during the Berlin Film Festival. “I remember being in a sort of trance, grabbing the microphone, and feeling my palm so sweaty I was scared the mic would slip,” she recalls. That early trial by fire ignited a passion for connecting with others. Now, she speaks at events worldwide, leveraging her fluency in 11 languages to engage with diverse cultures. “Even within the U.S., Texas is so different from New York City,” she notes. Understanding these cultural nuances helps her build genuine, lasting connections.

Despite her accomplishments, Sasha acknowledges the challenges. “There have been mornings when I’ve been in tears, doubting myself, only to stand in front of 300 people hours later to deliver a keynote speech,” she admits. Her approach? Face the fear head-on and take the next step forward.

Guiding Young Aspirants

When young people seek her advice, Sasha skips generic motivational slogans. Instead, she encourages them to “Find courses that offer practical knowledge. Research thoroughly. But most importantly, find a mentor.” Her advice is bold: “If you see someone whose career inspires you, reach out. Email them and ask for an hour of their time.”

These days, Sasha’s schedule is packed. She hosts “Legacy Talks with Sasha Lund,” a podcast exploring family business stories. Her inaugural guest? Princess Swati Dlamini-Mandela, who discussed the privileges and challenges of carrying the Mandela legacy. Sasha is also the editor and contributor to an upcoming book, The Rising Role of Women in Family Offices and Family Businesses, slated for release in March. Additionally, she’s working on her first novel, which she hopes to adapt into a film, following in her grandfather’s footsteps as a director. Through it all, Sasha stays true to her guiding principle: trust your intuition. “We’ve all had that feeling—meeting someone who seems friendly, but something feels off. When things go wrong years later, you think, ‘I should have listened to my gut.’”

Want to hear more family business stories? Check out “Legacy Talks with Sasha Lund” wherever you get your podcasts, or visit her LinkedIn profile or check out her website.