When discussions around legacy take place, the focus often centres on wealth: how it is protected, transferred and stewarded across generations. Yet some of the most important elements of a family’s legacy cannot be measured financially. They lie in the values, experiences and stories that shape identity, inform decision-making and create a sense of shared purpose.
To explore the role storytelling can play in preserving family legacy, we sat down with Jamie Hurksmans-Yuenger, Founder and CEO of StoryKeep – a specialist storytelling and legacy-preservation company that helps families capture, preserve and share their histories, values and experiences through bespoke films, podcasts and other legacy media.
Jamie shares her views on what families discover when reflecting on their shared histories and why a family’s narrative is often fundamental to sustaining continuity, purpose and stewardship across generations.
Q: What inspired you to found StoryKeep, and how does it help families preserve their legacy?
I’ve always been fascinated by how people become who they are, which led me to study different fields, including psychology, folklore and audio documentary, before beginning a career in broadcast journalism. The idea for StoryKeep came unexpectedly when a friend asked me to interview and document her father-in-law’s life story.
What struck me was that this family didn’t just want a record of a life. They wanted future generations to understand their grandfather, their family history, and ultimately themselves. I realised in this moment that was probably a desire that many people had.
That experience revealed a powerful opportunity for me to apply the professional training and storytelling principles I had developed for public broadcasting to the private lives of families.
Today, StoryKeep works with enterprising families around the world to create privately commissioned documentary-style films and digital story archives that preserve the histories, values and experiences that have shaped both the family and its business. Through the power of storytelling, these projects help connect both their current and future generations.
Q: What are families really hoping to achieve when they embark on a storytelling journey?
What families initially come to us wanting to accomplish is often only the tip of the iceberg. Many begin by saying they want to document a parent or grandparent’s story before it’s too late, or honour someone who has made an important contribution to the family. But as we go through the process, it often becomes clear that something deeper is happening.
Very often, a transition is underway. It may be a leadership transition, a generational shift, or simply the reality of a family becoming larger and more geographically dispersed. Families are trying to ensure that the values, family personality and successes that have shaped them, are understood and passed on in a way that is memorable and truly lived, not simply written down on a piece of paper.
The process itself is often as valuable as the final film. It creates a structured opportunity for families to reflect on what really matters, what they want future generations to understand, and what they are ultimately trying to communicate about who they are.
“Families are trying to ensure that the values, family personality and successes that have shaped them, are understood and passed on in a way that is memorable and truly lived.”
Q: Why is preserving a family’s story just as important as preserving financial wealth?
Families often tell us they want to preserve a story, but beneath that desire is usually a deeper need to carry forward the values, perspectives, principles and defining moments that have shaped the family.
Stories provide context. They help younger generations understand not only what was built, but how and why it was built. They reveal the setbacks, sacrifices and moments of resilience that often sit behind achievement and success. Without that context, families can inherit wealth without understanding its meaning.
Storytelling serves as a powerful vehicle for helping future generations understand both the opportunities they inherit and the responsibilities that come with them. It helps families move beyond simply passing on wealth to preserving the meaning, context and purpose behind it.
“Stories provide context. They help younger generations understand not only what was built, but how and why it was built.”
Q: How do you work with families to uncover and capture their stories?
Every project begins with a discovery process that typically lasts six to eight weeks. During that time, we work closely with family members, and often trusted advisers, to understand the family’s history, dynamics and aspirations for the project.
Through a series of structured conversations, we explore broader questions around where the family is in its journey and the family dynamics, before delving into archives, key stories and other voices that may contribute to the final piece. An important part of the process is helping participants feel comfortable sharing their stories on camera. Whether that involves overcoming nerves, reflecting on significant life experiences or speaking openly about family relationships, we provide guidance and coaching to ensure conversations feel natural, authentic and meaningful.
For many families, the discovery phase is transformative in itself. It creates an opportunity to pause, reflect and hear perspectives that may never have been shared before, often leading to new insights, deeper understanding and stronger connections.
Collaboration remains central throughout the planning, filming and production process. By working closely with the family at every stage, we ensure the final film or archive is both an authentic reflection of their story and a legacy piece that they are proud of.
“For many families, the discovery phase is transformative in itself. It creates an opportunity to pause, reflect and hear perspectives that may never have been shared before, often leading to new insights, deeper understanding and stronger connections.”
Q: What tends to surprise families most during the storytelling process?
One of the biggest surprises is how much families discover about themselves. There are often moments, experiences or stories that people have overlooked for years, only to realise they were pivotal in shaping the family’s values, identity and character.
We frequently find that stories initially dismissed as insignificant turn out to be central to understanding what defined individuals, how they led, where their resilience came from and why they continued forward despite significant setbacks. As an independent third party, we’re also able to create space for different voices, perspectives and generations that may not always be heard in everyday family life.
By the end of the process, families often leave with a deeper appreciation of their history than they ever realised they had. Just as importantly, they gain greater clarity about where they’re heading in the future. The process is not simply about looking back with nostalgia; it’s about gaining a deeper understanding of the past to create momentum for what comes next.
Q: How do families move from preserving a legacy to actively stewarding it?
We’re seeing more families view legacy as a living, evolving process rather than something that is simply a documented, one-time project. Capturing a family’s story is often just the beginning. The real value comes when those stories are used to engage future generations, spark meaningful conversations and reinforce the values that guide decision-making.
As families grow and evolve, they are becoming increasingly intentional about broadening whose voices are included. While early projects often focus on founders or business leaders, they frequently expand over time to incorporate family members whose contributions may lie beyond the family business, whether through philanthropy, entrepreneurship or other pursuits.
By creating opportunities for different generations to share their experiences and perspectives, families move from preserving a legacy to actively stewarding it. Legacy becomes an ongoing source of connection, shared understanding and continuity, helping each generation understand its role in carrying the family’s values and vision forward.
“Legacy becomes an ongoing source of connection, shared understanding and continuity, helping each generation understand its role in carrying the family’s values and vision forward.”
Q: Finally, how has working so closely with family stories shaped your own perspective on legacy and purpose?
The work we do at StoryKeep has profoundly shaped how I think about my own life, my family and the company we’re building. In many ways, those things have become inseparable. I’ve taken something from every family we’ve worked with, particularly when it comes to creating intentional family traditions and rituals.
Professionally, a large part of my own legacy is building a company where talented creative professionals can thrive, where they are respected, trusted and able to do work that genuinely matters.
What moves me most, however, is seeing the impact this work can have on families themselves. I’ve seen family members who weren’t speaking begin reconnecting, and relationships that had become stuck start moving forward again. Knowing that this work can strengthen family relationships, improve wellbeing and create a positive impact that extends to future generations is incredibly meaningful.
“I’ve seen family members who weren’t speaking begin reconnecting, and relationships that had become stuck start moving forward again.”
To find out more about how storytelling can help preserve your family’s legacy, please visit storykeep.com.
If you would like to learn more about Bedrock’s approach to supporting multigenerational families, from defining shared purpose and articulating family values to establishing effective frameworks for communication, governance and family engagement, please feel free to contact us at info@bedrockgroup.com.
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