Family legacy orientation (FLO) and Family firm legacy orientation (FFLO) are novel and compelling constructs for the field of family business. In the paper, the authors introduce these constructs and offer implications for strategic decision making in the firm. They also note that, while FLO and FFLO could have a substantial impact on the field of family business, the constructs must be measured. We concur, because while more theorizing is necessary, part of this theorizing should include the development of observable and measurable phenomena for the construct in question (Schwab, ). In addition, by engaging in the steps to gauge construct clarity and validity, important considerations, concerns, and value will certainly come to light.