A decade ago, reality TV was in its heyday, and shows like Jersey Shore, Dance Moms, The Voice, Real Housewives, Deadliest Catch, and Keeping Up with the Kardashians were dominating the ratings and the cultural conversation. But there was one beloved show that stuck out like a camo-painted thumb, in stark contrast to the shows glamorizing the glitzy lives of the rich, famous, and upper-class:

Duck Dynasty – A quirky show that followed the family behind best-selling duck hunting products, and their antics down in swampland, Louisiana.

Granted, they were rich, and after the show, they were famous too. But upper class?

Let’s just say there’s an episode where they make sausage out of swamp rats.

Viewers loved the authenticity, the silliness, the conservative values, and the down-to-earth quality of this family, the Robertsons. At its zenith, Duck Dynasty pulled in nearly 12 million viewers to break the record for the most-watched non-fiction series telecast on cable ever.

One outlet said that the show had “waddled into history.”

The Robertsons started showing up everywhere – in the political realm, in movies making cameo appearances, such as God’s Not Dead, and on the cover of numerous books at your local bookstore. The Robertsons, having already made their money in business, had suddenly made their reputation in culture.

But now, seven years after the show aired its last finale, many former fans of the show may be wondering, “Where are they now?” And for businesspeople of all stripes, can we learn something from the moves that the Robertson family has made since their fifteen minutes of extreme fame?

Willie Robertson, the lead character of the show, says that the show will not do a reboot, so what is the family up to these days?

For one thing, they’re making movies. Last year, via Fathom Events, the Duck Dynasty family released The Blind, a drama about the lives of Willie’s mother and father. It brought in $17 million and broke the record for Fathom Events’ largest take ever. Willie says they’re working on developing a lot more movies in the future. And though Duck Dynasty won’t ever have a true reboot, they have released a number of special broadcasts, and are reportedly looking into options for a new television series, though with a somewhat different premise and focus.

Nothing is confirmed on that front just yet.

Meanwhile, they are still producing books – from the patriarch Phil to grandkids like Sadie, the Robertson family is apparently doing quite well in publishing. Their company website alone lists 20 books, and they have more out as well when you hunt down the books of various family members.

Oh, and they still sell duck calls, apparel, and hunting accessories. The Robertson family has mastered the art of product line expansion.

Even though they no longer have the same general market visibility as they did during the high watermark of Duck Dynasty, the Robertson family has taken great pains to stay on top of mind for their specific tribe of loyal fans, whether it’s in new products, speaking appearances, and developing niche entertainment options.

Their fame is much less concentrated in one show now, so the various members of the Robertson clan have sought to gain notoriety in their own rights.

Korie Robertson – wife of Willie Robertson – has become an extremely popular social media influencer on Instagram, for example, with over 2M followers. That’s not bad at all, but her daughter Sadie’s following is well over 5M followers on IG. She also has a successful YouTube Channel, does a lot of public speaking, and is building a lifestyle brand called “Live Original.”

Sadie isn’t the only one doing public speaking, either. Her dad Willie has kept quite busy on that front, in addition to pushing his latest book “Gospeler.” His dad Phil, along with a few other Robertsons, has a podcast called “Unashamed,” and Phil continues to appear in the news and popular culture even now.

Some of the older members of the Duck Dynasty cast (aside from Phil) are slowing down, but the family keeps multiplying, branching off into new lifestyle followings, and repeating the process all over again.

So to answer this article’s own question “Where are the stars of Duck Dynasty now?” They’re everywhere, leaning into Seth Godin’s idea of marketing tribes, and keeping ahead in the relentless demands of the content mill.

It’s important that we always remember to “catch the ball before you run with it,” and we have to be focused on the current product, project, or season in our own businesses. That said, what we can learn from the Robertson family’s continued success is that we can never forget about “the next thing.” This family has mastered the art of keeping the pipeline full, leveraging each successful venture into another one, and never taking success for granted.