Entrepreneurs, when accounting for the origins of their venture, frequently describe a moment when they had a breakthrough insight. Such moments serve as critical trigger points in the opportunity recognition process, yet the sources of these moments have been given short shrift in the literature. Thus, the Aha! moment remains a black box in the opportunity recognition process that few scholars have investigated. Given the central role of effective opportunity recognition in fostering economic growth and the importance of opportunity research to the field of entrepreneurship (Shane & Venkataraman, 2000), this paper looks inside that black box to enhance understanding of the Aha! moment.