family&trends

The owner of the family business: ut sementem feceris ita metes

(AdobeStock)

4' min read

4' min read

One of the hallmarks of capitalism in this first quarter century has been the abundance of capital. From the 10 trillion in financial investments in 1980 to 630 trillion at the end of 2022: it all started with the end of the gold standard in August 1971, passing through the institutionalisation of synthetic money creation in 2009 (those who have studied it call it more elegantly 'quantitative easing') to arrive at the distribution of free money ('helicopter money') to deal with the pandemic crisis of 2020. In the same period, the world's GDP rose from 10 trillion to 105 trillion. To have some terms of comparison: our public debt is about 3 trillion, our GDP 1.8 trillion, our assets 10 trillion: 5 trillion real estate and 5 trillion financial investments.

To give a 3 per cent return on 630 billion capital requires 18 per cent of everything we produce in the world: imagine when you have (or promise) higher returns.

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familyandtrends argues that entrepreneurial families perform three key functions: they keep their members together, they grow in each generation entrepreneurs who adapt the business to the changing competition, they take care of the wealth created by those who came before to ensure that it reaches those who will. In this last function, it is necessary to decide which type of investor you want to be among the four possible ones.

The speculator is someone who buys a garden in the winter, harvests all the fruit and flowers in the spring, disregards the health of the plants or working the land, and resells it when summer arrives, showing how many fruits and flowers can be harvested. In the financial market, the speculator's function is to recover gardens abandoned in winter and to make the garden market sparkle.

The activist is someone who buys a neglected or abandoned garden, cleans and aerates the soil, fertilises, waters and when the good season arrives sells the flowers and fruit, then cuts down the trees and sells them as firewood, and before selling the garden to a new gardener or someone who will make a car park out of it, makes rakes, wheelbarrows, sprinklers, etc. at the second-hand market. In the second-hand market, the function of the activist is to ensure that there are not too many neglected gardens and that gardeners do not do their work too complacently for themselves.

The Gardener is someone who buys a garden without knowing much about how it is to be cultivated, he hopes that the gardener will make it flourish while he takes care of other things. Every now and then he comes by to see how the garden is doing: when he comes by in winter he worries a little and then goes back to his chores, when he comes by in summer he is proud of it, maybe invites a few friends over to see it and then goes back to his chores. In the financial market, the function of the dresser is that there is money to buy gardens, to have gardeners work, to have flowers and fruit.

The Entrepreneurial Family is someone who owns a garden, waters it, fertilises it, keeps it thriving. In summer he sells flowers and fruit and with the proceeds prepares the garden for the next season. In winter he tends it with patient concern while waiting for summer. Part of the garden is given over to chestnuts, pistachios and olives: trees that bear fruit three to twenty years after being planted. In some cases those who do this do not even know if they will see the fruits of that labour, but they know that by growing and educating the next gardeners they leave those plants in good hands. The function of the entrepreneurial family in the financial market is to take care of gardens so that they will flourish over time and bear ever more abundant flowers and fruit.

In a more financialised world, taking care of the enterprise has become more complex, but some rules of family capitalism remain unchanged: a good shareholder must provide the enterprise with capital, knowledge and rigour. Capital: if you have not invested, or if someone has not invested before you, you have no right to own. Knowledge: to be part of an entrepreneurial family that owns a company without understanding the dynamics of the sector, the rules of competition, competing companies, current trends, the sources of competitive advantage, and the basic rules of shareholder ownership and shareholders' meeting reporting is to reduce oneself to a rentier (and rentiers do not stay rentiers for long... a couple of generations at most said Schumpeter). Rigour: rentiers can sometimes be immersed in the operations and tensions of a crisis, other times they can be lulled into the benefits of privilege; the owner must ensure lucidity in crises and rigidity in moments of privilege. These rules were valid when there were 10 trillion to invest in the world and are valid for the 630 trillion today.

Everyone is free to choose how they take care of their garden, no one can escape Cicero's maxim: ut sementem feceris ita metes.

(*) Lecturer in Family Business Strategy - University of Turin - bernardo.bertoldi@unito.it

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