And such messages are not only for customers. Family businesses can convey a sense of tradition and achievement to relatives who are considering joining the firm and to nonfamily employees who have become part of an epic saga. After all, any company that has achieved generational succession has undoubtedly overcome countless challenges and threats. True heroism emerges as firms are launched, survive, and prosper. Everyone who accepts a position with the business should learn the business should learn the heritage and accomplishments of those who created and grew the company. They should be proud to be accepted into the extended family. For Melanine Bergeron and Two Men and a Truck, it means adhering to what the family has labeled the Gramma Rule: “Treat everyone with dignity, respect, and patience”