In this paper, we propose a conceptual framework underlining the entrepreneur's chosen strategy. We juxtapose different theoretical backgrounds and argue for a continuity spectrum from effectuation to causation. We argue that people are generally capable of both causal and effectual strategies and that to a small degree they choose individually and to a large degree are driven by their environment and cultural heritage to favor a particular strategy mix composed of differing proportions of effectuation and causation, pursuing one or the other (or a mix) depending on the decision-making domain in question.