Theory building is neither an art nor a science. It is a craft

Researchers often hold a romantic view of theory, which they feel should be a complete, flawless, deep, and exhaustive explanation of a phenomenon. They also often hold a romantic view of theory building, which they envision either as emerging from trancelike writing or as the product of a straightforward deductive process. The perspective I offer is more realistic and pragmatic. I espouse the view that the outcomes of a researcher's theorizing efforts are often incomplete explanations of a phenomenon, which, given a chance, may develop into rich theories. I propose a highly iterative spiral model that portrays theory building as a craft, which calls for care and ingenuity, and requires patience and perseverance. I also propose design principles that can contribute to the quality of the outcome of theorizing.