The article is concerned with discussing high tech entrepreneurship, which has grown in Brazil, fostered by the advancement of the information and communication technologies and by government actions, as illustrated by the Productive Development Policy, from May, 2008, which sets a target of 10 percent growth, for exporting micro and small enterprises, until 2010. The study was based on a multi-dimensional approach underlying the importance of the economic, institutional, cultural and cognitive factors and the interrelationship between the objective and subjective, the macro and micro levels. The empirical data were obtained through interviews with entrepreneurs whose firms are part of technological incubators, located within three university campi, in Rio Grande do Sul, Brazil. The findings tend to support the hypothesis that a "cultural change "may be taking place among high tech professionals whose skills are highly demanded by the labor market, considering that their behavior, values and objectives differ from what would be expected - to get a stable, well paid job in a large corporation, private or state owned, as well as to embrace economic, individualistic values, as the exercise of power.