02/09/2026
From our Founder Christina Massalay, CFP®, CPA
Lessons from a Super Bowl Commercial - Succession Planning
I watched Super Bowl LX between the New England Patriots and the Seattle Seahawks without much emotional attachment to either team as I didn’t have a dog in the fight. But one commercial stopped me in my tracks—the Lay's commercial featuring a father-daughter potato-farming family. Check it out - https://www.youtube.com/watch?v=EBnLXlvrNng
On the surface, it was a feel-good ad about potato chips. Look a little closer, though, and it told a much deeper story about hard work, family businesses, retirement, succession planning, generational wealth transfer, and legacy (plus a very cute, impressive dog with what appeared to be an exceptionally long life).
What stood out most wasn’t the product (I will not rush out to purchase Lay’s)—it was the transition.
In the commercial, the father eventually hands over the keys of the farm to his daughter. This wasn’t a rushed decision or a last-minute handoff. She had been prepared for years. By the time ownership transferred, she was confident, capable, and ready to carry forward the legacy he built through a lifetime of work.
For business owners, this is a powerful reminder.
One day, you will also hand over the physical or digital keys to your business to a child, a partner, a management team, or a third party. The real question is: will that transition be intentional or reactive?
1) Have you thought about when you want to step back?
2) Do you know who will succeed you?
3) Have you begun preparing them—not just legally, but operationally and emotionally?
4) Is your succession plan aligned with your retirement goals and estate plan?
Succession planning isn’t just about exit strategies or documents. It’s about preserving the value of what you’ve built, protecting your family, and ensuring your legacy continues the way you intend.
If you haven’t started this conversation yet, or if your succession plan lives only in your head, now is the time. Let’s make sure that when you decide to turn over the keys, everyone involved is ready.
Contact us to begin building a thoughtful, intentional succession plan before the moment arrives.
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