This article draws upon inductive research to explore the complex liminal and temporal dimensionality of storytelling in a family-business context, uncovering alternative social constructions of family-business stories as ‘Public-Narrative’ and ‘Business-Romance’. It develops theoretical insights, advancing our understanding of how narrative devices influence theories of family business. Developing a more nuanced understanding of where such stories sit within the overarching rubric of organisational-stories is central to expanding the theoretical knowledge base. Understanding such stories as generative scripts helps us author new entrepreneurial identities across generations. An analysis of the ‘Baxter Public-Narrative’ revealed viable, alternative themes and storylines, particularly romance and adventure, expanding available storied repertoires. The findings suggest that generational and inter-generational storylines change over time in a morphological manner with each successive generation.
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