This book explores the theoretical connections between time perspective (TP) and strategic and entrepreneurial cognition and entrepreneurial orientation. While time is not a new topic in management and entrepreneurial research, the focus has been on objective/non-psychological time. The primary focus of this book is on the driving impact subjective/psychological time has on entrepreneurs’ cognition and firms’ entrepreneurial orientation. The author challenges the dominance of objective time (clock time) in management research, advocating for a focus on subjective time (psychological time) and individual-level analysis. This shift helps to better understand the affective, cognitive, and temporal dynamics of decision-makers, which could lead to more nuanced and coherent models of firm life cycles. This book is a valuable source for researchers, scholars, academics, and students in entrepreneurship and management who are interested in strategic and entrepreneurial cognition, and entrepreneurial orientation.