When you’re competing , when you are building an innovation team or company, the only real difference between you and the others is the creative potential of your company in comparison to others. Once, the general idea was that the creative people are a exceptional resource, now we think that creativity is a not a rare resource, but it is not always visible. The human creativity is usual buried under layers of fears, respect, conformism, and to have it visible and operative some methods are develop to free it and drive it.