I'm interested in hearing your personal perspective on this. As the up-and-comer (next-gen), what are some of the struggles you've experienced trying to get ideas related to digital accepted by the current generation? How did you end up getting these ideas implemented?
In this context, I refer to digital as technology, social media, web-based, data/analytics, automation, etc.
Alessandro Daliana's comments are bang-on.
It seems you were also asking about how to get your elder's to accept your ideas about change.
It's difficult, especially when your boss always wants to see you as their child. How do you earn their respect and get them to listen to you the way they would listen to an outsider who seems qualified.
I've witnessed a couple of strategies from next-generation people that you may wish to consider.
1. Leave the family business and prove yourself 'outside.' You can go work in another company to prove your abilities and then come back to the family business at a later date. When your parents see that others respect and value you, it's easier for them to listen.
2. Case-studies. Look for similar companies that are not local direct competitors. Demonstrate the strategies that they're implementing and why you should do them as well... as long as they make sense (See Alessandro's answer)
3. Experiment with other people's businesses. You probably have friends who own or run their own business. Help this person implement change and then demonstrate the results to your parents. If they see that you're capable of seeing valuable opportunities and others respect you for it, it can be easier for them to accept.
Being a next-generation in a family business can be difficult. Your parents probably see the business as an extension of themselves and probably haven't put the effort and thought into a proper succession plan.
Most entrepreneurs that I meet have the 'I'll just live forever' succession plan, until the day comes that they decide they need to sell.
Cheers and good luck.
David C Barnett
Return on investment. As long as you can prove that your investment is returning new customers and better clients with larger returns, the amount of money you invest in digital should grow.
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Besides if you do have any questions give me a call: https://clarity.fm/joy-brotonath