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How siblings with opposite personalities can work together
'My children are so different that I can't ever imagine them working together in the family business,' says one business leader as he considers his young children. But in fact opposite personalities can create a powerful mix - as shown a family business who shared their experience at a recent FBN event.
The business - Ascoli Bottoni - is in the fashion industry and began in 1904. To keep the business growing in the 21st century, there was a particular need for two types of expertise:
- creative expertise which would bring a flair for fashion and 'something new' into the product range; and
- business expertise which would strengthen financial discipline and systems.
The chances of one person combining both types of expertise are small. Fortunately, the fourth generation was made up of two sisters with very different skills. The oldest child, Monica, took a degree in design before moving into the family business. Her father did not try and make her do everything in the business; instead he concentrated on recognising, developing and guiding her creative skills, while developing a sense of belonging and passion.
The daughters are the Yin and Yang of the family business 
The second daughter, Silvia, showed an early passion for computers. She went off to work for IBM. But her interest in the family business was caught when the family began a project to develop a Management Information System, and she left IBM to help out. Again, there was no attempt to make her do everything in the business; instead her organisational skills were encouraged and applied to her sister's creativity.
With each daughter focusing on work that they enjoyed the business results have been very positive. Each had a passion for their job because they were able to use their talents. Neither was being forced to fill a role that was against their taste or for which they had no natural ability. The business now has annual sales measured in millions of euros, and has grown by grown by ten times since the sisters took over.
Monica and Silvia describe themselves as the Yin and Yang of their business. They are as different as black from white, yet they fit very well and together make a well-rounded business team. On their own, neither would be as effective as they are when they are together.
So is the secret of their success simply to have different (but complementary) personalities? No there's more to it than that, say the daughters. Success relies on important similarities as well as differences. They have shared passion and values:
- Shared passion - both Monica and Silvia have a passion for their family business. Their father helped develop this by allowing them the freedom to 'think big' and try things. They made some mistakes but also achieved successes; the result is a passionate feeling of ownership and a desire to move forward the business in which they have invested so much of themselves.
- Shared values - the working relationship between Monica and Silvia is based on the values taught by, and caught from, their parents. With shared views on what matters to the business and their family, there is less room for fundamental disagreements.
The daughters are very clear in their minds about what they want and what they do not want:
- They want to stay united as they continue to fulfil their different roles.
- They do not want to be absent mothers for their children.
- They want to put in more effort to back each other up, so that neither lets the other down.
Monica and Silvia say, 'Being (women) entrepreneurs requires a lot of sacrifices but we know what we want and what we do not want, and we share priorities!'
With one eye on their past, and one foot well rooted in the present, they are now ready to successfully face the challenges of their future.
In this issue
Catch them young?
Involving children in the family business
Success factors
What helps family businesses to succeed?
Fair dividends?
The balance between dividends are reinvestment
Father-son rivalry
The story of GROHE AG