Development of innovative entrepreneurship depends on government policy, institutions and etc. However, current state activities are not enough for fostering innovations as preferences, education and other personal characteristics also play an important role and determine entrepreneur’s attitudes towards innovations as a tool for business development. There is a gap in knowledge regarding the mechanisms of entrepreneurs’ preferences, which influence on the innovation activity of their business. This study attempts to explore such mechanism and explains interrelation of two preferences of entrepreneur: (1) to be rich and (2) to do an interesting job related to his innovation activity. To do this, the economic and mathematical model of occupational choice is developed. It shows how an individual takes into account these two preferences, makes an occupational choice, which in turn determines his potential for innovations. Results demonstrate that the same economic environment might lead to different levels of innovation activity. It depends on preferences of entrepreneurs. Thus, during the process of development of institutions and the implementation of state policy, it is important to take into account motivation for innovations and entrepreneurship.