From growing up in the Netherlands and building a global food brand with his brothers, to teaching at INSEAD and mentoring future leaders across continents, this is the story of Cliff Go.

In this episode, John and Konsti sit down with Cliff to explore his family’s entrepreneurial journey — from a small Indonesian kitchen in 1950s Holland to a thriving European-Asian business. With humility and clarity, Cliff reflects on legacy, leadership, and letting go, offering candid lessons from 40 years in family business, private equity, and education. A believer in tough questions and warm relationships, he shares why taste still matters, what it means to truly connect, and why the next generation must forge their own path.

Key Takeaways and Highlights:

* Legacy Without Entitlement: Cliff’s father arrived in the Netherlands with little money and a Dutch passport and built a business from scratch. “He didn’t finish his studies, but through grit and hard work, he made it work. And now the third generation benefits from that foundation.” Cliff honors this legacy not by holding on, but by making space for what’s next.

* Unity Over Ego in Family Business: Despite 40 years of shared leadership, Cliff and his two brothers have avoided conflict by prioritizing harmony. “There’s only one CEO title, but we’ve always made decisions unanimously. No egos, no jealousy.” For Cliff, family business works when relationships come first.

* Succession with Honesty, Not Pressure: Unlike many families, Cliff’s doesn’t force the next generation into the business. “They have a privileged situation, but they must use that as a springboard. We’ll support them, not spoon-feed them.” Cliff advocates for choices grounded in self-awareness and earned responsibility.

* Patient Growth, Strong Values and Human Capital: From buy-and-build strategy to conservative financing, Cliff’s approach blends patience with excellence. “We don’t compromise on taste. And we grow within our means, not with borrowed money, but with loyalty and trust.” They also focus on human capital, with the average tenure of their team spanning decades.

* Teaching as a Form of Impact: After selling a business, Cliff turned to teaching at INSEAD. “I realized I could make a bigger difference by influencing future influencers.” His advice to students? “Nobody has a unique idea. But if you have the right team and enough budget for two years, you give yourself a chance.”

* Ask Better Questions: What is Cliff’s most contrarian idea? “Develop the skill of asking good questions. Don’t aim to impress — aim to connect. That’s how you spark meaningful conversations.”

Enjoy the show!

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