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This article is devoted to the study of the specific value orientations of Russian entrepreneurs concerning their families and business. Finally, 93 values were identified. Terminal values turned out to be more differentiated in the sphere of business; family values had undivided meanings, and merged with the self-image. An analysis of the instrumental values of family and business showed that they repeat each other by a quarter; otherwise, they were subject-specific. The article proposes a projective technique: the proprietary structure of indepth interviews, based on prototypical situations that are symmetrical in the life cycle of an organization and a family. [ABSTRACT FROM AUTHOR]