Ongoing conversations about non-deliberative action and the limitations and misconceptions inherent in extant entrepreneurial action theory are rooted in confusion about the scope and objects of rationality and a conflated view of entrepreneurial decision-making. Once exploded from its black box, the decision-making process unfolds to reveal the role of intuition as a precursor to most rational decision-making and the role of inhibitions in the selection of analytical processes. We propose a model of entrepreneurial rationality that correctly locates the challenges posed by research on non-deliberative action within the inhibition function of the rationality model, and we preserve, clarify, and elaborate on our understanding of related processes within the scope of entrepreneurial action theory.
