An industry has emerged around entrepreneurship. This is an industry where products and services are produced, marketed and consumed based on the promise of entrepreneurship as a solution to economic and social problems. Paradoxically, this industry has resulted in an explosion of entrepreneurial investments and activities – but nor corresponded to an equal explosion in innovations nor innovative new ventures. We intend to study the context for entrepreneurship in Sweden as an industry. In particular, how cultural ideals within this industry shape entrepreneurial activities among private and public actors, as well as among individuals in pursuit of entrepreneurial dreams. In this way, we aim to contribute to a better understanding of why private and public investemnts are made into entrepreneuruship despite limited outcomes, as well as how such investments can be made with a better return. To do so, we combine qualitative case studies with new methods for quantitative text analysis. The result is a novel understanding of the context for entrepreneurial activities in Sweden, as well as its functional and dysfunctional consequences.