There is a consensus that entrepreneurs need to come up with new ideas, new products and services and organizing methods to be successful in their new ventures. However, entrepreneurship doesn’t necessarily need to invent, but take an existing idea and make it better. The advent of digital technologies has provided entrepreneurs with myriad opportunities to be creative and create new ventures. The rise and growth of born digital organizations such as Uber, Airbnb and Alibaba.com are strongly attributed to the advancements in technologies. In this research, by conducting a qualitative document analysis for twenty-five South Asian start-ups, we explore how idea generation occurs in entrepreneurs in developing countries. The study contributes to the academia and practice by introducing four idea generation strategies executed by entrepreneurs in developing countries.