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This article is the result of a spark that began at the 2002 USASBE Conference. The idea was to collectively rethink the role of the family business center (FBC). Our goal was twofold: to challenge ourselves and the profession to more effectively lead our centers and serve our stakeholders by more clearly identifying the value propositions generally present in family business centers, and to offer a process through which to explicitly communicate these value propositions to the various stakeholders. This is followed by a brief discussion and outline of typical value propositions related to the stakeholder groups.