PurposeThe purpose of this paper is to portray the motivation, willingness and entrepreneurial mindset of second generation in family businesses in North Macedonia.Design/methodology/approachFor purposes of this study, 25 interviews were conducted, where 14 interviews were conducted by phone, six face to face and five interviews in a written form. The process of data collection lasts 15 days. From the sample, 21 were Albanians and four were Macedonians, with this mix of ethnicities the authors had a chance to see different opinions for the same questions.FindingsThe authors found that most of second-generation members were happy and motivated for being part of their family business, except three participants those were imposed to their family business. Also, most of them possess entrepreneurial mindset, motivation, innovative ideas and risk-taker attributes.Research limitations/implicationsIn this research were included only few cities of North Macedonia and the number of the sample is limited, due to the COVID-19 situation. Another limitation is that the study is done only with two nationalities.Originality/valueThere are a very few papers that treat family businesses in North Macedonia, and this is the only one that treats motivation, willingness and entrepreneurial mindset of second-generation members of family businesses in this country and the region.