Recent research studies on gender and innovation have exposed that the dominating understanding of innovation – i.e. the development of new technological products in basic/manufacturing/new technology industries introduced on the commercial market – builds on stereotypical notions of gender, promoting men and certain masculinities as the norm. Two specific types of masculinity have been associated to innovation: one type focusing physical strength and mechanical skills (basic/manufacturing industries) and a second type based on a professional and calculating rationality attributed to technological experts (new technology industries). As a consequence, men-dominated sectors of the economy and thus men as innovators have been the main objective for policy and research on innovation. However, this gendered understanding of innovation has been challenged by women networks in Sweden, introducing new ways to define and develop innovation by broadening the spectrum of actors, industries and innovations being involved and acknowledged. This paper analyses these women’s view on masculinities in innovation as well as the solutions they have enforced in terms of acknowledging and promoting innovation in industries employing most women, such as the services and creative industries, in various forms, such as social, service and organizational innovations. The data emanates from four regional networks promoting women’s entrepreneurship and innovation in Sweden and has been collected by dialogue seminars, document studies and participatory observations.