Many social scientists see no need for a new cultural psychological methodology because they believe the prevailing positivistic methodology is sufficient. This chapter explains why positivistic methodology is inadequate for investigating cultural psychological phenomena and why a new approach is necessary. I do not simply identify positivism's shortcomings, e.g., that it is superficial. Such a limited analysis offers no explanation of the weaknesses. Nor does it instruct us on how to achieve a deeper understanding of cultural psychology. Consequently, I attempt not merely to identify positivism's weaknesses but also to explain them. I link the weaknesses of positivism to its fundamental ontological and epistemological assumptions. Once we understand the erroneous assumptions that underlie positivism's problems, we can uproot and replace them.