This paper explores the drivers that condition innovation and creativity. Appling this to the research context, I identify strategies for accounting authors to increase their chances of publishing in the leading journals. In essence, I argue that we should aim to play at the intersection of ideas for which we have a passion, where the journals are passionate and where we are properly trained to research the ideas. This is where we look for creative and innovative opportunity conditions available to us, apply approach conditions conducive to being creative and innovative and utilize thinking strategies to generate innovation and creativity in research ideas