“Later” is the most expensive word in legacy
May 28, 2026 — Visit the Morrissette Institute for Entrepreneurship for the full article
In this article, Andrea Lekushoff, BA ’92 (Western University) and MBA ’01 (Ivey Business School), is profiled as the founder of CONTEXT Studios, which creates cinematic documentary “heirloom assets” that preserve the stories, values, and lived experiences of founders and family enterprise leaders before they are lost.
The article traces how the concept emerged from her effort to capture her own parents’ immigrant story and evolved into a bespoke filmmaking process that transforms life narratives into private, Netflix-calibre documentary series for future generations.
It also positions her work as a fusion of storytelling and entrepreneurship, grounded in the belief that legacy is as much about voice, identity, and memory as it is about financial or business success.
