Over the last decades, due to active mobilization and agency, Indigenous peoples have received increased attention as sustainability-oriented entrepreneurs. Indigenous peoples are recognized as having land-based livelihood practices and unique cultural practices, and possess expertise and knowledge, commonly referred to as traditional knowledge, relevant to the management of lands and waters, nature conservation and environmental sustainability. We apply Framing theory, for revealing insights about collective frames and alignment of frames in the context of colonial legacies affecting indigenous entrepreneurship. Our inductive study, based on semi-structured interviews, social media, diaries, enabled us to identify diagnostic, prognostic and motivational framing, outlining paradoxes and future potentials of Sami entrepreneurship. We outline a pressure cooker model to visualize the various obstacles reported by Sami entrepreneurs and how these impact on organizational practice.