In this Dov Baron's 4th appearance on the show: a thought-provoking discussion on identity and why we as humans do what we do AND, more importantly, why it's so difficult to change our beliefs and behaviors.    Dov talks about the 3 big changes that are here as a result of COVID. If we don't accept these we will perish as a human and as businesses.       One's ability to face reality and have the courage to change is the key to legacy and sustainability in Family Businesses and Family Offices.