Creativity is generally associated with the innovation and change. The most creative companies have also been the first to innovate in marketing and advertising, indiscriminately. The creativity that took form depends on the things to which people and businesses give value, in what they believe. We discussed also the nature of the creative process and ways to encourage and give it practical nature. We base d on t premise that the nature of the creative process is immutable, whatever the area in which it is applied. Understanding this nature, we can stimulate our creative thinking in order to obtain innovation, even on issues where the so‐called "creative" solutions are little valued.