The Marshmallow Effect

I am the son of a second-generation managing director—the CEO of our family's retail electrical business—and I know only too well the emotions that besiege potential successors. The business is both a blessing and a curse. It is always there, should you have the desire, or need, to join it. However, it is also a drain on the motivation you need to achieve your own ambitions. Other family members' expectations, a sense of duty, the desire for a comfortable lifestyle, and a lack of direction can all lead a young person to drift into the family business—without a sense of commitment or eventual career satisfaction.

What I refer to as “the marshmallow effect” occurs when young heirs like me allow themselves to be absorbed by a sweet, comfortable, and ultimately soft option that is extremely easy to get into, but almost impossible to escape from.

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