What makes good theory is a question that has been asked and answered many times. This piece discusses why this is always an important issue to consider, and why one might decide to devote time and energy to writing conceptual analyses. This paper is primarily focused on what would be considered good theory for conceptual research and meta-analyses. In addition, different aspects to consider when judging a conceptual analysis as to whether it presents a sufficient, novel theoretical contribution are discussed. Finally, issues to take into account when striving to develop and build good theory are highlighted.