Humans make many decisions even though they are not always aware of their impact because they tend to focus on what is new or most interesting in their environment. By realizing that their routines are where they are positioned, entrepreneurs can leverage this knowledge to make the discovery process itself more routine. This may be the day when Schumpeter (1947) could look forward to the greater routinization of the discovery process—a day when entrepreneurs would know how to more effectively position themselves in time and space.