Chip Cofer of Cofer Brothers Inc. shares the remarkable 105-year journey of his family's lumberyard and building materials business in Tucker, Georgia. His insights reveal how balancing tradition with innovation creates a business that survives economic downturns while building deep community connections.

• Founded in 1919, evolved from dry goods to building materials
• Leadership philosophy centered on setting examples and treating everyone with respect
• Survived 2009 housing crash by pivoting to movie industry supply
• Developed "three-legged stool" model balancing builder, retail, and specialty business
• Transformed sales approach during COVID from counters to desks, improving customer experience
• Prioritizes vendor relationships for mutual support during challenging times
• Never laid off employees for slow business, even during worst economic downturns
• Currently transitioning to fourth generation of family leadership
• Company culture described as therapeutic and family-like
• Success built on competitive pricing balanced with superior knowledge and service

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