"The Conversation We Must Have"

AG Associates Leadership Newsletter – December 2025

“The Conversation We Must Have”

By Greg Cannon, Founder – AG Associates

A New Year, A New Conversation

Beginning this month, AG Associates is launching a new monthly newsletter series inspired by my upcoming book, Breaking the Silence: A Leader’s Guide to Transforming Funeral Service, releasing February 2026. Each month, I’ll share practical leadership insights drawn from four decades in funeral service—real stories, lessons learned, and tools to help you grow as a professional and as a person. This journey begins with a simple but important truth: the future of funeral service depends on our willingness to have honest conversations about change—about who we are, who we serve, and how we move forward together.

The Conversation We Must Have

One early morning, I received a call from a daughter whose mother had passed away. The family chose a simple direct cremation—no viewing, no ceremony. But weeks later, she called again, her voice soft with regret: “We never really said goodbye. Is it too late to do something now?” That moment changed me. It reminded me that families don’t necessarily want less from us—they want something different. They want meaning, connection, and guidance that reflects their unique values, beliefs, and ways of grieving. For decades, funeral professionals have walked a delicate line between tradition and transformation. We’ve honored sacred rituals while facing an evolving marketplace—where families are informed, cost-conscious, and increasingly non-traditional. The question is no longer whether we should adapt, but how to adapt while staying true to our purpose. This is the conversation Breaking the Silence was written to start.

A Profession in Transition

The statistics are clear: cremation rates continue to rise, consumer expectations are shifting, and new competitors are entering our space. But these aren’t signs of decline—they’re signals of opportunity. They challenge us to redefine value, lead with education, and serve families in ways that honor both tradition and innovation. Leadership in today’s funeral profession demands courage—the courage to listen, to evolve, and to lead teams through change with integrity and empathy.

Looking Ahead

Each month, our newsletter will explore one key theme from Breaking the Silence:• January: The Open Door – From Tradition to Innovation• February: Leading Through Change• March: Culture Is Your Product…and so on through November. Each issue will include:• A featured insight from the corresponding chapter• Leadership in Action — a practical way to apply it• Reflection Prompt — a thought-provoking question to spark growth• CE Connection — updates on upcoming continuing education sessions and events

Leadership in Action

As we close this year, take five minutes to ask yourself: “What conversations am I avoiding that could move my business—or my team—forward?” Sometimes leadership begins not with answers, but with the courage to ask better questions.

Reflection Prompt

Think of a time when you resisted change in your business or team. What was really behind that resistance—fear, habit, pride, or uncertainty? What could have happened if you had leaned into curiosity instead?

Join the Conversation

Starting January 2026, our newsletter community will receive monthly leadership insights directly to your inbox. Sign up at www.agassociates.org or join our email list at upcoming AG Associates CE events. Together, let’s lead funeral service forward—with courage, compassion, and authenticity.

Warm regards,

Greg Cannon Founder CE provider & Leadership Coach, AG Associates📧 greg@agassociates.org | 🌐 www.agassociates.org