HOW YOU KNOW THEM : Local TV audiences have seen owners Jody and Cothee Wolf ’ s three boys grow up reciting their
THE GOOD AND BAD
American Oak and More
Family Business
HOW YOU KNOW THEM : Local TV audiences have seen owners Jody and Cothee Wolf ’ s three boys grow up reciting their
commercial slogan : “ You don ’ t pay with fake money , so don ’ t settle for fake wood .”
Photography by Grace O ’ Connor .
For almost three decades , central Alabama residents have watched the Wolf family in ads promoting their family furniture business , American Oak and More . Local TV audiences have seen owners Jody and Cothee Wolf ’ s four boys grow up — and heard it too ; their encouragement to not “ settle for fake wood ” once voiced in a kid ’ s squeak is now delivered in deeper tones . Through the years , the family has grown to include the sons ’ wives , and store ’ s sales have grown too .
Today , American Oak ads continue to show one big happy family , and according to Cothee , the depiction is true , even if it ’ s not true all day , every day .
THE GOOD AND BAD
Family members operating a business often bring something extra to work each day : personal feelings . This can be a drawback . “ The main con of working together as a family is we can get into petty arguments ,” Cothee said . Sometimes , the Wolf family also takes extra things when they leave the store , another downside . “ Bringing work home can be a challenge , too ,” she said .
But some “ extras ” can also prove to be pros . Strong family values like loyalty and honesty can become positive company core values . Cothee named “ working with people you trust ” one of the top rewards of running her business with loved ones , followed by the flexibility to close down and take a family vacation and spending lots of time together . And the secret to managing any issue ? “ We ’ re an awesome family that loves each other very much .”
TOP TIP :
Listening to each other is key in a family business . Being receptive to the on-thejob experience and earned wisdom of older generations while staying open to the fresh ideas and different perspectives of younger generations is key , says Cothee . “ When working with family , you must respect each other and trust each other ’ s decisions . You must also be able to admit when you are wrong ,” she said . “ In the end , working with family is a blessing , and I love doing it every day .”
52 CentrAL Inc !