The research focuses on how entrepreneurs address the tension between extrinsic and intrinsic motivations, that is between financial rewards on the one hand and self-achievement and personal goals on the other hand. To study this topic, we focus on entrepreneurs in creative industries (CI) for whom self-achievement aspirations appear as a strong motivation. Entrepreneurs in CI are managers and artists for whom lifestyle, personal happiness, the expression of one’s own artistic skills, creative freedom and authenticity are more important than financial gain. These firms face a tension between the imperatives of economic activity and creation at two levels: (i) the creative person, (ii) the company and management level by balancing commercial imperatives and creative freedom. Our objective is to study how the tensions are handled at the individual entrepreneur and company levels by establishing relationships with the entrepreneur’s motivations.