Cooper Hefner is only 25 and he’s been Playboy Enterprises’ chief creative officer (CCO) for at least five years after his father, Hugh Hefner, announced that his son would be taking over as the face of the company. He’s two years younger than his father was when he started the brand in 1953.

If the company didn’t appear to be on its last leg, I’d say that the young Hefner is already at a better point in his career than most of us will be by the time we’re twice his age—and depending on how well Hefner’s ambitions for the company play out that may be an accurate conclusion to draw.

The key here is that Hefner’s youth doesn’t seem to be a drawback for the company. At the moment, yes, Playboy appears to be dead. I’ve never read it and I doubt anybody who has grown up in the information age has read it, but Hefner insists that’s about to change, as he has plans to revitalize the company for the millennial generation.

This began when Hefner fought to remove the company’s 2015 ban on nudity; that ban was officially lifted as of a March 2017 issue.  However, there’s a twist: this is what Hefner believes can be seen as a more tactful and more tasteful depiction of nudity.

“Nudity hadn’t been the problem,” he argues in an interview with The Hollywood Reporter.  “It was how it’d been presented.”

Beyond that, Hefner’s goals for the brand are rather unspecific as of yet.

“Creating something that resonates with my generation and the generation that comes after mine is how I’ll measure my accomplishments,” Hefner says. However, how he will go about this is rather unclear.

It’s worth noting that no matter how stellar of a job Hefner does at creatively changing Playboy, it’s not a creative venture that the company needs. What it needs is a smart marketing venture. Hefner could make this the greatest magazine anybody has ever laid eyes on, but if he can’t apply it to an age where everything is becoming increasingly digital, it will remain dead as disco.

If you don’t believe me, let me ask you this: When was the last time you read a print magazine? Admittedly, I still read them, but in 2017, I’m most definitely an exception.  Even the once common ritual of reading a magazine while waiting for an appointment seems to be going out of style.

Meanwhile, the company has also changed its course on other ventures under the younger Hefner’s lead other than just the magazine. The company plans to hit the reset button on Playboy TV, which has reportedly been run into the ground by the internet porn company MindGeek.  Even the Playboy Mansion is being transformed, after being sold to Daren Metropoulos, the young billionaire who inherited Hostess Brands for $100 million last year.

Again, I’ve never read a Playboy magazine and I probably never will for the simple fact that I don’t approve of their degrading depiction of women. However, I admire Hefner’s efforts to make his father’s company relevant again and I’ll be interested to see how the company is faring five to ten years from now.