As a data-driven social scientist specializing in quantitative methods, I explore the strategic decisions of entrepreneurs. At its essence, entrepreneurship integrates multiple disciplines, and my research is positioned at the nexus of strategy, marketing, and organizational sociology. My current focus is on how emerging ventures navigate optimal distinctiveness—balancing the dual imperatives of conforming to established norms to gain legitimacy while simultaneously differentiating themselves to achieve uniqueness and competitive advantage. I am particularly intrigued by how entrepreneurs leverage textual narratives, imagery, and videos to manage this balance. My expertise encompasses entrepreneurial business models, competitive strategy, and the application of computational linguistics and computer vision within the social sciences. I have contributed to leading journals in entrepreneurship, marketing and innovation, including the Journal of Business Venturing, Journal of Retailing, and International Journal of Innovation Management.