<p>This article involves studying the formation of the identity of technological entrepreneurs as a part of the development of human potential in a high-tech environment, which today is in high demand not only among entrepreneurs and startup founders but also among managers and highly qualified specialists involved in various areas of business. We created a methodology based on an in-depth study of the identity of technological entrepreneurs, including their self-positions, representing various roles in professional activities. Entrepreneurial self-positions allow the implementation of various types of strategies to cope with critical incidents in the technological ambiance: business events that are psychologically significant for the entrepreneur and have a significant impact on their professional life. We conducted a study with four technology entrepreneurs with less than one year of business experience from different countries over a six-month period. The study used interviews, mapping, repertory approach, and coaching. The results showed a variety of scenarios for entrepreneurial identity formation in typical contexts, including family businesses or starting one’s own business after working in a company or freelancing. We found that the use of tools employed in psychological practice helped to make the process systematic, understandable and multi-level, showing the progress of participants at each stage. The study highlights the importance of chosen self-attitudes and strategies, as well as the emotional impact of critical incidents on the formation of entrepreneurial identity.</p>