Family has to mean more than driving an estate car and buying nappies with cute teddies printed on them. mamamoto cares about parents and shows it with Family Business. Instead of page numbering, readers are given times of day. Reflecting a normal day with the family, the book begins at 6:41 am and ends at 11:59 pm. We are introduced to five different families face to face. Then we encounter stories from everyday family life, unconventional tips and tricks and an easy-going look at the topic of family in general. Concept, text and design all work together to make this book unique. As a whole, it communicates the key messages of mamamto.