Family businesses are known to rely on informal ways of working for maintaining their entrepreneurial spirit over time. In recent decades, scholars have challenged conventional planning-approaches to strategy and proposed alternatives to it, such as wayfinding. This approach centers around social practices, focusing on strategy- making unfolding from everyday activities. Drawing on socialization theory and a real-time case study in a family business, we elaborate upon three socialization processes to better understand entrepreneurial strategy- making: Strategy as embedded in daily practice; renewal when family members manage together; and strategy- making as an ordinary part of family business life. This paper’s contribution lies in exploring socialization theory for improving our understanding of the unintentional and indirect aspects of strategy-making.