Jeanne S. Bentzen explores how cognitive neuroscience and cognitive neuropsychology can contribute to the development of the field of entrepreneurship and, specifically, the understanding of what influences an individual's propensity to become an entrepreneur. Bentzen builds on research in cognitive neuroscience on autobiographical memories, defined as memories of past events from one's own life, and their role in decision-making, as an interesting perspective with potential for developing the neuroentrepreneurship approach. She maintains that autobiographical memories are used not only to recall past events but also to imagine, simulate, and predict future events. Bentzen also discusses methodological challenges in studying autobiographical memories and identifies interesting future research directions in memory-related areas in cognitive neuroscience, for example, in areas such as priming, procedural learning, and making of an entrepreneur.