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It has long been known that family firms have a high mortality rate and that increasing these firms' survival rate is one of the most difficult challenges faced by both public policies and scholars. While most policies and researchers have focused on the business side, in recent years, more attention has been paid to the family sphere. This chapter goes one step further by not focusing on one side or another of this binomial, but on the relationship between both. In particular, we analyze the paradoxes emerging between the different inter- and intragenerational dyads that coexist in family firms (mother-daughter, father-son, mother-son, father-daughter, brother-sister, wife-husband, etc.) to open new lines of debate and propose new basis for the establishment of family firms-targeted public politics. We propose policies that will help family decision-makers to manage unique paradoxes that characterize family businesses.