Many editors of top information systems (IS) journals often blame the lack of theoretical contribution as a major reason for rejecting articles. This essay proposes an actionable approach for IS researchers that views research and the process of theorizing as a discursive practice and applies discourse analysis to (1) analyse the extent of their study’s theoretical contribution, (2) suggest alternative theoretical strategies, (3) consolidate the theoretical foundation of the study and, (4) use generative theoretical products that modify existing concepts or invent new concepts to declare the insights and value the study offers. To demonstrate this approach, one of the IS field’s most prolific research programs, technology acceptance and adoption, is analysed to show the efficacy of the approach. The analysis demonstrates that the trajectory of technology acceptance research could have taken a more impactful route if its underlying theories were seriously addressed.