"We Survived Over 100 Years in Business, Here is Our Blueprint" | Ep 270 with with Jonathan Kaufman Iger Founder of Sage

In this episode of Founder’s Story, Daniel Robbins sits down with Jonathan Kaufman Iger to uncover how Sage has thrived for more than a century in one of the most competitive real estate markets in the world. Jonathan shares the company’s journey from its founding in 1924 by his great-grandfather to becoming a multigenerational force in NYC real estate, and how Sage is redefining office buildings through innovation, hospitality, and experience.

Key Discussion Points:
Jonathan explains why 90% of companies fail before 10 years—and how Sage has lasted over 100. He details how the company has pivoted across real estate asset classes to anticipate cultural and economic shifts, from post-WWII workforce growth to today’s hybrid-work era. He also shares how Sage builds loyalty not with flashy amenities but through hospitality-driven experiences, like branded umbrella programs and concierge services, setting a new standard for office life.

Takeaways:
Listeners will learn why the New York office market isn’t “dead” but transforming, how experience has become the new currency of commercial real estate, and why Sage’s long-term success is rooted in generational vision rather than short-term exits. Jonathan also highlights how blending hospitality into real estate isn’t just survival—it’s the blueprint for the next century of urban life.

Closing Thoughts:
Sage’s 101-year legacy proves that lasting businesses aren’t built on short-term hype—they’re built on adaptability, vision, and a relentless focus on customer experience. Jonathan Kaufman Iger’s story is both a history lesson and a roadmap for building companies that stand the test of time.

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