Banque de Luxembourg is collaborating with Maison Moderne to publish a book that tells the story of ten families with one thing in common: they are all pioneers in a saga of entrepreneurship. By Thierry Raizer - Paperjam June 2018

It takes many short stories to build a saga. That’s the main message of a work dedicated to ten family businesses that have deep roots in Luxembourg’s economic landscape and in the country’s wider growth. Over several generations, Histoires de Familles traces the epic stories of business leaders whose family and professional lives are closely intertwined. According to Philippe Depoorter, a member of Banque de Luxembourg’s management committee, “For them, there is a deep connection between the family and the business. The family model is applied to the business.” This is the second time this subject has been addressed in a collaboration between the Bank and doctor of anthropology and comparative sociology Abdu Gnaba. This time, they focus on the testimonies of current business leaders who have agreed to share their stories and talk about their experiences, family values and company milestones. The work looks beyond material property to consider company spirit. “We wanted to give concrete form to an intangible factor: the company spirit. This spirit encompasses the company’s values and vision, its way of working and its original intention,” says Abdu Gnaba.

Luxembourgish pragmatism

Many of these companies have existed since the beginning of the last century, and some even date back to the 1800s. They represent different sectors, ranging from finance to food, services and transport. “I see a connection between this celebration of their stories and the work we have been doing for the last ten years on business handovers - an activity which deals with the past, the present and the future,” says Depoorter. “The main link between them is heritage, in this case their intangible heritage.” Although each story is different, they all share a “Luxembourgish” pragmatism in creating, growing and passing on their legacy. As Depoorter sees it, “The Luxembourg approach revealed in these stories is neither to simply undergo the process nor to anticipate it. It is to adapt and add value as each new situation arises, and thus keep moving forward.” Change may sometimes be forced by tragic events like wars or by market requirements.

The example of Ulysses

“In Europe’s highly regulated environment, these leaders stand out as courageous people. From an anthropological point of view, they face a fundamental fear in our civilisation: the unexpected,” says Gnaba, “And yet they leap in without having full control in advance, because they can accept that they might make mistakes. They seek the right way forward, guided by their own common sense and intuition. There is no doubt that their actions are driven by a deep and unshakeable self-confidence.” The anthropologist compares them to an adventurer, like Ulysses, “who doesn’t strive to win but simply to reach his destination. This means looking outside themselves to discover their own identity.” As well as showing how these businesses have sustained their growth while contending with repeated technological developments, the book reveals a drive that is not always obvious in our culture. “We must stop seeing Luxembourg as just a small country with insignificant tales to tell,” says Depoorter, “There are great stories in this country, which is built on its past and on the DNA of its residents.” Gnaba adds, “The culture may be seen as very rural and rather conservative, but there is a real dynamic force that is understated and often unseen.” Although the business founder remains an important and respected figure, the book’s creators warn younger generations against nostalgia. “They must exercise their right to be innovative, to reclaim the story and develop a solid basis in invention and reinvention,” insists Depoorter. In other words, they are invited to continue these stories by adding new chapters while retaining and building on the family’s achievements.

SOURCE: Paperjam June 2018 - by Thierry Raizer