Journal publications are an output of research though there is little research into the process that led to the outcome and the lack of discussion and debate surrounding the process leads to an allure of mysticism. This paper studies the norms of research through investigating how successful business researchers choose their research topics. In-depth semi-structured interviews were conducted with business researchers. Generating topic ideas by successful researchers were separated into two general sources: ‘Professional Capacity’ and ‘Individual Motivators’. The main Professional Capacity sources were students and previous research. These Professional Capacity sources can be used by an established researcher. The most valuable Individual Motivator is to read. Researchers also revealed that they chose topics they found intrinsically interesting rather than topics that would necessary have a significant impact on the literature. To achieve research and publication success, it is important to make research part of your routine and read, attend conferences, submit your work for review, and persevere.