Creativity is key to producing novel and useful ideas that can be turned into viable business opportunities. However, little is known about how entrepreneurs employ creativity to develop ideas over time (Dimov, 2007). This study addresses this research gap by exploring the perspectives of entrepreneurs in creative industries. Specifically, we investigate the strategies that creative entrepreneurs pursue to engage in ideation processes. In so doing, we advance understanding of the opportunity identification process, which begins with the generation of business ideas and is influenced by the creative abilities of entrepreneurs (Ward, 2004). While prior studies investigated how ideas are turned into opportunities, idea creation processes have received scant consideration within entrepreneurship research (Gemmell et al., 2012). As opportunities cannot be brought into existence without initial ideas (Hayton & Cholakova, 2012), this leaves a gap in our knowledge of a crucial phase in the entrepreneurial process.