This article presents the results of a study carried out among family businesses operating in Poland. It is intended to supplement previously generated knowledge in the area of the operation of family businesses in the specific socio-economic and legal conditions in Poland. The objective was to collate the opinions of entrepreneurs regarding the need for visibility of the family and the family business status in business relations and the marketing activities of enterprises. The data were collected using in-depth interviews with the Polish family business owners. This paper outlines the conclusion of the study with respect to success factors such as: the trust among the family members, flexibility and adaptability to changing market conditions or the ability to act flexibly and quickly, adapt to changes in the environment and success-hindering factors for Polish family firms such as: the financial challenges borne by employers like taxes and social security costs or the instability of the law.