This inductive research explores 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 organizational-stories is central to expanding the theoretical knowledge base. Understanding such stories as generative scripts, help 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 intergenerational storylines change over time in a morphological manner with each successive generation.