The creative industries are often considered an important engine of innovation; in the creative sectors, but more importantly, also in the general economy. Yet, contrary to most of the knowledge industries, the creative industries are not thought to pursue innovation as a purposeful effort. This raises the question, that if innovation tends to happen unintentionally, which factors contribute to its nascence? Building upon a qualitative analysis of 43 interviews with entrepreneurs in the creative industries, this paper aims to obtain a better understanding of such creative industries innovation by studying how these entrepreneurs become (in their own perception) more innovative. Our findings show that entrepreneurs in the creative industries perceive their innovativeness to be caused by: (1) their own innovative traits and creativity, (2) external spatial, social, knowledge and work contexts stimulating an innovative state of mind, and (3) by means of serendipity, experimentation and inspiration found in creative practices.