Striving for More of a “Family of Affinity”
It truly is a privilege to work with families as a resource as they face the challenges around transitioning their business or wealth to the next generation.
Seeing the entire family as my client makes this complex, as noted a couple of weeks ago in Remaining Equidistant and Neutral in Work with Families.
But as someone who’s now been doing this professionally for over a decade, it’s amazing to see just how many of these disparate families have some of the same underlying desires.
Almost every last one of them is striving to become more of what Jay Hughes calls a Family of Affinity.
At the same time, most have also discovered that pushing too hard to make this happen often backfires, as hinted at last week in Navigating the Sweet Spots of Life in the FamBiz.
So we’re going back there this week with some ideas on how to think about this to increase the family’s odds of success.
Yet Another Mnemonic to Consider
Regular and long time readers (thanks!) won’t be surprised to see that I’ll now share yet another mnemonic here, although with some negative connotations for a change.
Having already shared about “ATM”, “PACE”, “PAL”, “MEDAL” and “ACE”, I’m now introducing “DIE”, as teased in my title.
As families consider how to increase the amount of family connection, I invite them to think about Desire, Intention, and Effort, i.e. DIE.
For families to increase their connection, all three are necessary, and they also happen to line up in that order.
We’ve already kind of covered the first one, desire, by noting that almost all families really want to make sure that their family remains truly connected as much as possible.
Is the Desire Reciprocal, and How to Make It So
What almost always happens is that there is plenty of desire for connection from some members of the family, but that there are also some family members for whom that desire is much more muted.
At the same time, when those who have that desire are let’s say, “over-expressive” in that area, it can be a turn off for those who are looking for more independence from the family, as noted in the blog linked above.
Quick hint for those with extra desire: the only person you can control is yourself, not the others, so this is where thinking about “what can I do differently” should trump “how do I get them to change”.
Intention – Clarifying Why This Is Important
While desire is pretty much an internal feeling, we need to figure out ways that we want to deploy it on the exterior.
But we’re quickly back to the same conundrum we noted earlier, i.e. how we’re expressing the desire for connection and how a bit too much of that can backfire so easily.
It’s pretty easy to see how intention evolves from desire, but what I invite you to consider here is how your intention is being perceived by those you’re hoping to persuade.
Perhaps if the intention, the “why” behind the desire for more connection, were more clear to all, your efforts (we’re getting ahead of ourselves a bit!) would be better received.
Those “why’s” will also be easier to accept if everyone can clearly see what’s in it for them to play along in these attempts to increase family connection, as opposed to what’s in it for the instigators.
Not All Efforts Will Bear Fruit
Anyone reading this for tips will surely already have expended various efforts in this direction over the years.
Allow me to normalize that this is rarely simple, meaning that trial and error, as well as good timing, are usually required for success.
This may require several rounds of iteration; reigniting your own desire, refocusing your intention, and then making the next effort that you think might be fruitful.
Starting small and engaging with some of the family members may also be a trick to gain some momentum.
For parents hoping to engage all of their offspring, starting with those who are more amenable and getting them to enroll some enthusiasm from their siblings could be an avenue worth exploring.
Not Giving Up, but Not Doubling Down
I’ll close by reminding you that if improving connections within your family is important, having some sort of “family project” to keep everyone united in some way should be your goal, and you can’t ever give up!
Doubling down isn’t the way to go either, so pick your spots and try again later.


















