In this conversation, Jennifer Sheffel interviews Jeff Schwegman, the president of Sunshine Cleaners, discussing the journey of his family-owned dry cleaning business, the challenges faced, and the strategies implemented to adapt to changing market conditions. Jeff shares insights on the importance of goal setting, leveraging technology and AI, and the future of the dry cleaning industry. He emphasizes the significance of awareness in marketing and the balance between wholesale and retail strategies, while also reflecting on personal growth and the legacy of his family's business.