What family businesses can learn from Donald Trump
This is not about politics. You don’t need to like him. You don’t need to approve of his methods or decisions. I am not talking about his public leadership style, his diplomacy—or lack thereof. You may like him or not—that is beside the point. But there are definite things that many families owning a business can learn from the Donald.
No. 1: Family unity
With over 83 percent of our clients globally being family businesses, I see a lot of these around the world make the same mistakes. The family is not a unit. Feuds are publicly fought. Reputations suffer.
Every family is unique. And every family has their own unique challenges. But you need to keep these within the family. Do not make them public. This means: also not to the other employees in the company.
The family needs to be a solid and unbreakable unit to anyone outside of the family. Behind closed walls you can discuss, argue, have creative disagreements, even tantrums. But that has to stop when you leave the room and interact with anyone outside. That goes for the whole family and every one of its members.
This is something a lot of family businesses can learn from “The Donald.” You will have a hard time trying to find cases of where family members of the Trump Family were washing the dirty family laundry in public. Unless we are talking about family members who are no longer part of the large inner Trump circle.
But think about it: there would be plenty of reasons and instances this family could publicly dismantle itself. The Donald has five children from three marriages—Don Jr., Ivanka, and Eric Trump with Ivana Trump; Tiffany Trump with Marla Maples; and Barron Trump with Melania Trump. There are many reasons right there already.
No. 2: Don’t break the wall
I know many families that own large businesses and conglomerates where the family unit falls apart already after the first time the head of the family remarries. It happens all the time. Not with The Donald. Full unity. Solid wall between what happens behind closed doors and the world outside.
And no family—and I mean none—that I have ever come across, including some of the richest multi-billionaire families I have interacted with or advised, have the amount of public scrutiny and pressure and press lens on them as the Trump family.
Remember: you don’t have to like him, or approve of him, or endorse his politics. I am making a point about family unity even in the case of strong adversity, scrutiny, press, competition, bad economic times and trouble in the business.
No. 3: Play the family business card
I have interacted with many families that disregarded the principle of family unity. They would tear each other apart or talk badly about one another in front of others, board members, employees or outsiders. This is detrimental for the business. People will trust you less, will lose trust in the business, employee productivity will suffer, retention will go down, top talent will leave you.
The No. 1 card that you have as a family in the game of business is that top talent will rely on the continuity and stability of the business because there is a strong family behind it. That means consistency, continuity, legacy. Think about the Walton family behind Walmart; the Arnaud family that is behind Louis Vuitton Moët Hennessy; the Ayalas; the Rothschild Banking Dynasty and so on. These names inspire trust, longevity, endurance, persistence, values, legacy.
No. 4: ‘Trumpspeak’—The art of superlatives and persuasion
Donald Trump’s communication style, often referred to as “Trumpspeak,” is renowned for its bold, unfiltered and superlative-laden approach. Phrases like “the best,” “huge” and “tremendous” are hallmarks of his rhetoric, often designed to emphasize success, confidence and impact.
Don’t get me wrong—I am not suggesting you copy his style, lie or promise things you cannot keep. But while this style may polarize opinions, it offers valuable lessons for family business owners seeking to enhance their influence and leadership presence.
Even if you may disapprove of it, Trumpspeak has played a crucial role in defining Donald Trump’s brand as a businessman and leader. What does that mean for you? Find your voice and your own language and communication style. Speak up for your brand. Define your brand. Make every person in your family a brand ambassador. Trump has perfected that even if you may find Trumpspeak despicable.
Even in the most conservative family business, you need consistent, memorable messaging to reinforce your brand identity. By using language that reflects your company’s vision and values, you can create a lasting impression on both internal and external audiences.
Remember: While Trump superlatives can be effective, they must be backed by substance. Find your own voice and your own style. Overpromising or exaggerating can lead to credibility issues if expectations are not met. Family business leaders should strike a balance, ensuring that their bold claims are grounded in reality and supported by tangible results.
No. 5: Confidence is contagious
Confidence is a powerful leadership tool. I have advised family business owners who have inherited multibillion dollar conglomerates but still behave like little children and have a huge chip on their shoulder because they did not build the business from the ground up, feel inferior and do not know who to trust.
I have advised presidents and CEOs of huge family businesses that could not even muster the courage to fire a board member when they had to. They were cowards and had to call someone else to do the dirty work—including me and my team—to do the unpleasant things that come with the job of being a CEO, president or chairman of a large company.
If you want to be respected as a leader, you need to act like one.
On the other hand, every single self-made billionaire I have had the pleasure of advising or interacting with has unshakeable self-confidence. But if you are the head of a family business and you did not build the business from the ground up, chances are high you have a chip on your shoulder.
You need to get over that.
No. 6: Often in doubt but never wrong
Even if you are shivering on the inside and full of insecurities, you can never let it show. It will destroy your respect, negotiations and leadership. People will notice, and take advantage of that—suppliers, partners, employees, board members, even your closest confidantes.
While Trumpspeak may not suit every personality or situation, its underlying principles —capturing attention, building a strong brand and exuding confidence—are valuable tools for any family business leader. By adapting these tactics to fit your own voice and values, you can maximize your leadership impact and communication effectiveness.
