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By explaining processes through which familiness affects innovation, Carnes and Ireland take an important step toward explaining prior mixed findings. Their research also underscores the heterogeneity of families in that different family firms have different innovative outcomes. We adapt the circumplex model from family science research to help explain which families might innovate. Our larger purpose, however, is to offer a small example of the kind of theory building that we believe will be necessary for family businesses researchers to fully leverage insights from family science.