Change is a constant in business, but the way leaders respond to it determines whether their organizations simply weather the transitions or emerge stronger because of them. Building a future-ready company requires intention. It means thinking beyond immediate needs and recognizing that the decisions we make today shape the stability, culture, and leadership of tomorrow.
As two leaders who have worked alongside each other in the Lehigh Valley for many years, we have seen how thoughtful planning and shared leadership can transform the trajectory of an organization, or not. Through successes, challenges, and countless conversations, we have reached a shared belief: succession planning is not an end-of-career conversation. It is a mindset that influences how leaders develop teams, structure organizations, and prepare for change long before it arrives.
For many business owners, succession planning is kicked down the road like an old can. For us, the process began not out of necessity but out of a shared vision of our futures. It was not a last chapter, but a series of conversations and possibilities for a new brand, Turnstone, that started to take shape when both companies were thriving. Ashley’s understanding of succession planning’s value began in her childhood, within her family’s multigenerational business, where the continuity of leadership was an integral part of daily operations and dinner conversations. Tina learned the lesson differently, having watched her father’s business come to an end without a plan to carry it forward despite his last-ditch best efforts. Together, these experiences have shaped a shared view that protecting a company’s future must begin well before circumstances force it.
Over the past year, we have taken an even deeper look at what succession planning truly requires and realized it’s more than identifying who will lead next. It involves an honest examination of financial health, future revenue goals, philanthropic commitments, and the hard decisions that determine long-term stability. These are the kinds of choices that are significantly easier to confront earlier rather than later. While every organization will approach the process differently, we have found immense value in facing these realities with transparency and curiosity… and approaching them together.
We are fortunate to have a friendship that far surpasses our business relationship. While friendship isn’t a necessary cornerstone, planning for the future can become even more powerful when paired with meaningful partnerships. Businesses that create strong, intentional relationships expand capacity, strengthen impact, and increase resilience. We have both seen how the right partnerships can accelerate growth and extend a mission’s reach far beyond what a single team could accomplish.
ASR Media’s long-standing relationship with St. Luke’s University Health Network has demonstrated how two teams can function seamlessly when aligned around a shared purpose and effective communication. Together, we have developed shared systems for creative exchange, aligning messaging and content in a way that elevates both organizations. The partnership has allowed each team to innovate more quickly, tell richer stories, and ultimately achieve more together than either could have alone.
Social T Marketing & PR’s relationship with United Way of the Greater Lehigh Valley has reinforced the same truth from a different vantage point. When United Way approached its centennial without a marketing lead, Social T stepped in to provide steady guidance during a pivotal moment. What began as tactical support soon evolved into a partnership rooted in trust, strategy, and a shared vision. Even as United Way built its internal team, Social T continued to play a key strategic role in shaping communications and supporting essential community work. These experiences have shown us how vital it is for organizations to build relationships that support their missions in moments of both certainty and transition.
Our combined experiences have taught us that the future will belong to businesses that think ahead with clarity and welcome collaboration as a tool for long-term stability. Succession planning and partnership are deeply connected. When leaders prepare people early, communicate with openness, and build healthy relationships across sectors, their organizations are better equipped to navigate uncertainty.
Leadership plays a central role in this. Teams look to their leaders for steadiness, enthusiasm, and a clear sense of direction. Not every internal decision can be shared, but the vision always can. When a leader communicates confidently about where the organization is heading, the uncertainty of change becomes easier for people to navigate. Vision is what anchors a team, even when the details are still shifting.
Our encouragement to other business owners is simple: begin earlier than you think you need to. Invest in people long before they are required to lead. Seek out partnerships that expand what your organization can accomplish. Take time to understand your financial reality and long-term goals. These actions, taken consistently and intentionally, place an organization on a path to grow stronger through change rather than be disrupted by it.
