In this interactive session, panelists will discuss their cutting edge research on entrepreneurial strategy formation. Entrepreneurial strategy is first-and-foremost strategy under uncertainty; and conversely, strategy under uncertainty is in essence entrepreneurial as it involves either discovery, or creation, or a combination of the two. We will consider how entrepreneurial founders’ backgrounds shape exploration for ideas, and how initial search decisions influence markets and ultimately arenas where firms play. But, successful consumer acquisition does not always translate to firm success. Our panelists thus consider how successful entrepreneurs craft strategies that not only create and capture value under uncertainty, but also protect against competitive threats. They will also debate whether entrepreneurial ventures should adopt generic entrepreneurial strategies or craft unique ones. Overall, our lively conversation aims to explore ongoing research on strategy formation under uncertainty, and lay out an exciting research agenda for the future.