Relatively few articles in the entrepreneurship literature discuss motivation despite claims that it may play an important if not critical role in new venture formation and ultimate success (Herron & Sapienza, 1992; Markman & Baron, 2003; Markman, Baron, & Balkin, 2005; Shane et al., 2003). Much of the research to date has focused on the motives that lead entrepreneurs to start new ventures (e.g., Kuratko et al., 1997; Naffziger et al., 1994; Robichaud, McGraw, & Roger, 2001). Though this research has important implications, motivation is not just limited to the motives that lead individuals to start ventures (what) but should also consider the intensity of that motivation (how much).