Interpersonal feedback seeking seems essential for entrepreneurs. Entrepreneurs seek feedback when innovating (Gemmell, Boland & Kolb, 2012; Fisher, 2012; Volery, Mueller & Siemens, 2015) and navigating the uncertainty involved in creating and running new ventures (Sarasvathy, 2001). In such situations seeking feedback involves and attracts first customers (Corner & Wu, 2012) and aids fast strategic decision-making (Eisenhardt, 1989). Given the expected benefits, it is a surprising insight that not all entrepreneurs seek feedback (Katre & Salipante, 2012), which suggests that entrepreneurs may be motivated to both seek and not seek feedback. Therefore, our key research questions are: Why do and do not entrepreneurs seek feedback? and How do entrepreneurs seek feedback in light of these potentially conflicting motivations?