The Third Growth Option with Benno Duenkelsbuehler and Guests
Welcome to The Third Growth Option, where we're not just talking about growth—we're making it our mission.
At TGO, we understand that success isn't a fixed destination; it's an ongoing journey with twists, turns, and unexpected detours that take us to new places. Those moments are our Third Growth Options, where we throw away binary choices to create our own path.
Hosted by Benno Duenkelsbuehler, O.G #GrowthNerd, we're on a mission to redefine success inside and outside of business, one episode at a time. From humble beginnings to Fortune 500 companies, our stories are not just about business—it's about the relentless pursuit of greatness in every aspect of life.
With each episode, we don’t just want to share insights—we want to empower business owners across all frontiers to carve their own path to success, their way.
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The Third Growth Option with Benno Duenkelsbuehler and Guests
Reigniting a Classic Brand with a Start-up Mindset
Are you looking for a Third Growth Option ℠ ?
Reigniting the spark of a 48-year-old legacy company, whose founder had passed away some years ago, is a difficult balancing act. Chuck Fraelich, president of tag - a legendary tabletop and seasonal decor brand founded by David Glassberg - in this episode is walking me through both the brand relaunch, and the 4 stages in his career that prepared him for the task at hand:
- Engineering mindset - connecting problems with opportunities, adaptive thinking and nurturing curiosity.
- Family start-up business - hands-on experience in wholesale and retail business.
- Private equity business - gaining disciplined management skills.
- Reinvention of a 48-year-old by rediscovering its startup mindset.
3:33 - in the engineering phase “It required a lot of adaptive thinking. We had to keep improving. It was curiosity, I was very inquisitive, I was always asking questions.”
16:54 - “There was a transition period, and you come in and you’re trying to reinvent and reinvigorate and refresh enough… but not so much that it becomes unrecognizable. That’s a real balancing act.”
18:56 - “...an older company that’s got this new startup kind of mindset, and what this meant is we didn’t want to lose the past.”
20:24 - “We had a third party facilitator come in and we did Mission, Vision, and Brand statements. That was an enlightening and fun project for our employees and it gave us all again direction, the North Star.”
22:05 - “Nothing drives creative people more crazy than if you give them so much freedom that there is no direction, and no sandbox within which to be super creative.”
You can find Chuck on LI, or feel free to email him at C.Fraelich@tagltd.com.
Always growing.
Benno Duenkelsbuehler
CEO & Chief Sherpa of (re)ALIGN
