In this episode, Morgan sits down with Mark Householder - SVP of Business Solutions at Principal Financial Group - to unpack the biggest takeaways from the 2025 Principal Business Owner Insights Study.  From business protection and succession planning to key employee benefits and retirement solutions, we break down what's driving decisions in 2025 and how advisors can turn data into opportunity. Mark shares practical strategies, overlooked blind spots (like outdated buy-sell agreements), and how top advisors are positioning themselves as trusted partners – not just product providers. Whether you're supporting multi-generational family businesses or next-gen entrepreneurs, this episode offers real-world insight you can use today to deepen relationships and expand your business.

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