“…The idea of "lifestyle entrepreneurship" implies the centrality of realizing a certain lifestyle, a personal vision, while other goals, particularly economic drivers, are rather secondary (Bredvold & Skålén, 2016;de la Barre, 2013;Lundberg & Fredman, 2012;Müller & Jansson, 2006;Shaw & Williams, 2004;Siemens, 2014). Simpson, Tuck, and Bellamy (2004) describe lifestyle entrepreneurs as "happiness seekers", mainly trying to feel positive at work, have fun, include their families and make their customers happy.…”