This paper argues for the theoretical and practical merits of replacing the economics-inspired nexus of individuals and opportunities with a design-oriented triad of individuals, environments, and especially the artifacts progressively designed at their interface. This shift has two related advantages. First, distinguishing between artifacts and environmental circumstances lets us conceptualize the illusive ‘non-actor nexus component’ with more clarity. Second, by highlighting the nature and significance of artifacts—pitches, prototypes, and plans as well as ventures as final outcomes—the design triad mirrors entrepreneurial practice thereby reducing the gap between theory and practice.