The current context requires entrepreneurs to live and promote a way of thinking and action to address economic problem s imaginatively. It seems increasingly clear that the only competitive advantage is creativity, which in turn is based on a culture of initiative and assumption of responsibility. Entrepreneurs must be open to change and innovate in continuously, which creates new and significant challenges in Romania too. Bibliographic study on creative entrepreneurial culture was supplemented with a series of in-depht interviews conducted with ten entrepreneurs representing small and medium business in Bihor, western Romania. The results of this study show that we still have much work to develop a culture centered on the individual driven power and on creating internal conditions for successful establishment. Resistance to change is still very strong, contrary to a simple principle of entrepreneurial success, namely flexibility. The success of Bihor entrepreneurs is directly related to the ability to offer customers products they cannot get elsewhere. Essential in the operationalization of this is creating a climate of trust, time allocation and reconsideration of the notion of failure.