Between Reason and Emotion: Socioemotional Intelligence as a Non- tangible Resource for Strategy, Operation, and Sustainability for the Family Business Danny Christian Barbery-Montoya and Carlos Luis Torres-Briones Abstract Financial and non-financial wealth in the family company has been a subject of discussion by several authors, placing family and profitability as the focus of their leaders’ decisions. In this study, we explain how the relevant variables work together to defend this wealth while considering the management of emotional and social intelligence and considering innovation and risk factors as elements of the decisions taken by the leading members of the family business. Through theoretical review, the authors present the wealth of socioemotional intelligence matrix or SEIW matrix, and according to the use of this socioemotional intelligence, four types of enterprises can be defined, which in turn takes us to pose the three- dimensional model Dual-SEIW as a solution. This model establishes, for the stake- holders, a performance profile of the business where the priorities are money and family. Keywords Family business · Risk · Innovation · Wealth · Stakeholders · SEIW matrix 1 Introduction Financial performance is a variable present in all types of business including family businesses; it is based on the autonomy and the proactivity of those who make it (Kallmuenzer, Strobl, & Peters, 2018). This shows a clear need for independence which may lead to actions that generate income for the family. However, it is not D. C. Barbery-Montoya (*) Universidad de Especialidades Espíritu Santo, Guayaquil, Ecuador e-mail: dbarbery@uees.edu.ec C. L. Torres-Briones Universidad Santa Maria, Guayaquil, Ecuador e-mail: ctorresr@usm.edu.ec © Springer Nature Switzerland AG 2020 J. M. Saiz-Álvarez et al. (eds.), Entrepreneurship and Family Business Vitality, Studies on Entrepreneurship, Structural Change and Industrial Dynamics, https://doi.org/10.1007/978-3-030-15526-1_2 9