Selling a family business is both emotional and strategic—much like auctioning a rare treasure. Inspired by Phyllis Kao’s insights at a recent event with Diversified Trust and Sotheby’s, this piece applies four auction principles—provenance, presentation, timing, and the auctioneer—to the sale process. By telling your business’s story, presenting it effectively, and acting at the right market moment with trusted advisors, families can maximize value while honoring their legacy.