65 - Marketing Matters: Why Family Businesses Must Adapt to Survive Economic Cycles

Ed Delia

Published on: 26/11/2025

In this episode of "Growing Up B2B," host Ed Delia interviews Eugene Gershman, CEO of GIS Companies. Eugene shares his journey from resisting his father's construction business to leading a multi-generational family real estate firm with his sister and brother-in-law. He discusses the challenges of transitioning from construction to development, the importance of marketing, navigating economic downturns, and managing family dynamics.