Enhancing the entrepreneurial spirit of young people is a means by which their employability and future potential as well as economic growth, the core goal of national policies, are incubated. Consequently, individuals performing entrepreneurial mindset are seen to possess the most future potential. We sketch the contours of this mindset and develop the idea of 'tuning' the entrepreneurial mindset with other discursive elements, or 'ingredients', available in society in order to make the overarching idea of entrepreneurialism more manageable, bearable, and even enjoyable at the individual level. The ingredients with which the mindset is tuned are non-depressiveness, happiness, and gratefulness. This tuning of the mindset is itself necessary and difficult mental work, even though it is invisible. Our analysis is based on 40 interviews with 18-30-year-old women and men from Tampere, Finland.

Young white women are presented as winners in neoliberal governmental discourses, but despite the assumption that they are in a privileged position, not all young women reach the top. This paradox, elaborated here from different angles in research inspired by post-feminism and neoliberalism, calls for a focus on class-based differences among young women and their mindsets. Drawing on semistructured interviews with Finnish women aged 18-28, this article contributes empirically to theoretical debates on the psychic lives of young women who are making educational choices and entering the labour market. The article shows how, even in egalitarian Finland, class still adds to the gender harms done to young women, contributing to their feelings of mistrust and hopelessness. The article also suggests that a privileged background makes it possible to consider atypical choices, such as individual, well-managed time out that prepares young women to make achievements in the future.

This article examines the boundary work done by self-employed men and women in rural areas, whose goal is to accomplish their lifestyle aspirations. Their business model is to host people, specifically dog owners, at their homes, offering a space to spend some leisure time and train in dog sports in a rural setting. For the host-entrepreneurs, the work is also their lifestyle and, therefore, the conventional boundaries between professional and personal life are constantly blurred. The article suggests that the emotionally demanding work of crossing the boundaries between private and public is motivated by their passion for their lifestyle-a desired attribute in the new economy. Although they appear to be ideal workers as per the rules of the new economy, the business and lifestyle depend on their infinite passion.

This article participates in the discussion on the uncertainty of working life by providing a viewpoint of one individual's experience of it. The article argues that entrepreneurship and employment are forms of income that are not separate from each other; instead, in precarious labour markets, individuals can alternate between the two. An entrepreneurial mindset and practices are required from the self-employed and employees alike, but neither form of livelihood ensures a permanent income. Though in different ways, the process of precariatisation touches many groups of people, and the varying alternatives for navigating this situation are deconstructed here. The analysis discusses how surviving precarious labour markets and uncertain income requires a lot of endurance and self-governance as illustrated by an in-depth interview with a woman who lives in a remote area. The analysis also proves that the opportunity to remain in a place of residence and establish a sense of belonging has a significant impact on an individual's ability to experience everyday pleasure and permanence, especially when everything else around them is changing in ways over which they have little control.Keywords: entrepreneurship; precarious work; sense of place; rural areas; gender IntroductionUnpredictability and inconstancy are characteristic of contemporary labour markets. This precarious situation affects not only work but other areas of life as well. As old institutions are losing their ability to provide stability, reliability and predictability, and as companies outsource their operations and agency work increases, individuals are left to their own devices. In such situations, everyone is supposed to assume an entrepreneurial attitude and take care of their employability themselves. One way out is to create their own work as entrepreneurs. Entrepreneurship is not, however, a simple or a permanent solution for employment, as is demonstrated in this article.Another alternative for finding work in a world of changing work trajectories is relocation. However, migration is not an option for everybody; in fact staying put may be an important way of tolerating uncertainty. Therefore, this article explores the question of 'placeness.' Based on previous studies, it is evident that a sense of place influences the choices people make; a place is a limitation but it also provides resources, emotional or other (Eyles 1985;Heikkilä 2011;Ikonen 2008Ikonen , 2012McDowell 1999;Relph 1986;Tolonen 2005;Tuan 1977;Varis 2005). However, the emotionally laden meaning of place has not been significantly addressed in studies on employment and precarity.Actually, placeness and settling down have been seen as opposite conditions to an ideal figure of the current spirit of capitalism (Boltanski and Chiapello 2007). In addition to the concept of a sense of place, I work with the concept of an entrepreneurial mindset, which, in turn, is deduced from critical discussions on working life research that highlights individuality, potentiality, agility, flexibility ...

By drawing from rural, tourism, and working life studies, this article constructs a framework for understanding the concurrent processes of production and consumption in a rural space. In the specific context of the Finnish countryside, the article investigates the practices of the self-employed who run firms providing rural spaces for practising dog sports. Firms' customers are typically busy urbanites who seek an invigorating leisure experience. Those practising dog sports, in particular, seek functional spaces, adapted to their needs to train dogs and spend their leisure time. In addition to providing this physical resource, the entrepreneurs in this study, as service-sector workers, must also provide their customers with a certain state of mind. Using interviews and observations of six firms, this article demonstrates how space and state of mind are produced simultaneously and, consequently, entrepreneurs' personalities are entirely invested in their labour, challenging theoretical assumptions of rural areas as places of specific types of consumption only; it selectively transfers academic research about new service work to research on rural tourism.