Innovation in entrepreneurial firms is influenced by team creative processes. This study investigates how perceptions of team creativity lead to the generation, promotion and implementation of new ideas and opportunities for the enterprise, increasing the firm’s innovation performance. The results of the study of respondents across industries disclose how teams develop ideas and solutions, and turn them into new opportunities for the organization. Creativity and innovation have been widely studied, yet few studies have focused on entrepreneurial team creative practices in pursuit of new ideas for business development. This study contributes to our understanding of the team behaviors that lead to the formation of new and useful ideas that are promoted and implemented to bring benefits to the team, organization, and marketplace.