Current age is the age of buzzwords. Media supports respective usage. Definitions of the words are important in every sector whit particular emphasis on entrepreneurship, startup, sustainability and environment. Entrepreneurship has to be seen as the transformative function of executed ideas. And startups as one of its extractions. The paper provides some of the potentially usable definitions as well as meanings of entrepreneurship and startups. Aside the buzzwords age, we are in the paradox age. And entrepreneurship is not an exception at all. The papers provide set of identified paradoxes regarding entrepreneurship. In addition, paper drafts the framework for uprise and sustainability of entrepreneurial environment emphasizing the role of entrepreneurs as well as entrepreneurial universities.