Saghaug and Pattison unfold a theological understanding of the moment as revelatory in order to provide a richer understanding of the entrepreneur as a human being who, in seizing an opportunity, creates something new, as he or she balances between ethical and economic demands in pursuit of meaning. Herein former moments of passion seem to influence the current process with passion as love. Saghaug and Pattison include a philosophical/theological perspective from one of the most influential theologians in the last century, Paul Tillich, as well as his sources of inspiration: Heidegger and Kierkegaard. The authors further contribute with what this theological perspective could imply for future ways of addressing entrepreneurship by acknowledging the moment as the centre from which the very understanding and innovation of value begins.