Resource-based theory (RBT) framework argues that new ventures may establish sustainable competitive advantage by virtue of the idiosyncratic – and therefore inimitable – knowledge that they possess (Levie & Lichtenstein, 2010; Newbert, Kirchhoff, & Walsh, 2007; Wiklund & Shepherd, 2003; Zahra, Sapienza, & Davidsson, 2006). People start firms. But firms do business. The literature does not, however, adequately tell us about the transition from person to firm. This transition can be bridged by examining the knowledge-creating behaviors of people who establish sustainable new firms.