This study examines the theorizing styles of entrepreneurs, focusing on when and why they adopt either an explicative or a prescriptive approach. Existing research emphasizes structured methods such as the lean start-up and Theory-Based View (TBV) but does not account for shifts in theorizing styles. Using an action research approach, we analyze the decision-making process of Edujamii’s founders as they develop a Minimum Viable Product (MVP). Our findings reveal that identity commitment and mind-environment (mis)alignment determine whether entrepreneurs engage in explicative theorizing—adapting to market feedback—or prescriptive theorizing—shaping market perceptions to fit their vision. We contribute to entrepreneurial cognition and pragmatism by demonstrating that theorizing is dynamic, context-dependent, and shaped by epistemological assumptions.
