This paper uses the theory of speech acts to explore how entrepreneurs use language to construct the opportunities they set out to pursue. We use the case of Theranos (a journey from inspiring vision to criminal infamy) as a natural setting that draws a sharp contrast between words as the content of speech (“opportunity”) and world as its object (opportunity). Our analysis of communication from the early days of the company highlights locutionary content (framing, filling, connecting, and committing), illocutionary force (statements, claims, feelings, attitudes, vows, pledges), and perlocutionary effects (agitate, inspire, envisage, mobilize, and reassure) as distinct aspects of opportunity construction.

本文使用言语行为理论来探索企业家如何利用语言来构建他们打算追求的机会。我们以Theranos为例（从鼓舞视线到犯罪诽谤的旅程），作为自然环境，它在言语内容（“机会”）与世界（对象）（机会）之间形成了鲜明的对比。我们对公司成立初期的沟通进行了分析，重点介绍了演讲的内容（框架，填充，联系和承诺），演讲的力量（陈述，主张，感觉，态度，誓言，保证）和演讲的效果（煽动，启发，设想） ，动员和放心）作为机会建设的不同方面。