View larger image | Dallas entrepreneurs choosing locations for a new business report that they rarely do the exhaustive research that traditional economic theory calls for, instead relying on rules of thumb. The event tree (below), which agrees well with interviews with 49 entrepreneurs, shows bigger returns for investors who put in a little money and imitate others’ locations and for those who put in a lot of money, locate away from others and consider few properties. Source: N. Berg Credit: T. Dubé