Family entrepreneurship represents a unique business model in which the family plays a central role in the company's operations. One of the main differences between family and non-family businesses lies in the type of challenges they face, which are closely related to the family dynamics within the family business. Family businesses inherently present an unavoidable choice between the demands of business and the opportunities of family enterprise on one hand, and the needs and desires of the family on the other. While the family strives for the development of each member and the achievement of family harmony and happiness, the business aims for competitiveness, profitability, and long-term sustainability. Specifically, what sets a family business significantly apart is that the family's interests are primarily focused on nurturing and educating its members, maintaining emotional relationships, meeting family needs, and preserving family stability. On the other hand, business interests are geared towards achieving business performance, meeting business requirements, attaining profitability, fostering development, and effectively managing changes. Some of the challenges mentioned include role overlap, generational differences, conflicts, lack of an external perspective, ownership transfer to the next generation, and more. The challenges are explained, along with how they can be quickly and effectively overcome. Using the example of the Gucci company, numerous challenges that arise in a family business are analyzed, as well as the consequences for both the family and the business if adequate solutions are not found.