About
I know what it is to be the person responsible for the decision.
Second gen is part of my story.
I’ve made decisions from scratch. I’ve inherited them. I’ve questioned ones that had been sitting untouched for years. Some I got right. Some I paid for.
I learned this business next to a fax machine that never stopped. Half of what I built, I built so the next generation wouldn’t have to.
Twenty years getting product made in Asia, through US customs, and onto shelves in six countries.
I ran the import side of Adoro Cosmetics for twenty years. I found the factories, negotiated the specs, picked the classifications, planned the containers, and built export distribution into six Latin American markets. I made those decisions and I paid for the ones I got wrong — about $63,000 in duty learning the tariff schedule, a product line lost to a competitor who went to my own vendor, an IRS audit inherited from a filing error I didn’t make.
Second Gen Advisory is named for where I learned this. I took a function my parents’ generation ran on relationships and instinct and made it something that could be written down and checked. I work with founders building it for the first time, founders who have run it for decades, and the people who inherited it.