Joe Beveridge is the 4th generation President & CEO of Russell-Hampton Company. If you've ever seen a Rotary logo on any product, he's likely involved! Our conversation with Joe talks about multi-generational business ownership, expansion and acquisitions, and the 2026 World Cup, to name just a few. In this week's marketing tip, we encourage you to check those long-held assumptions about your audience so you don't get in your own way.