According to Diego Parra Duque, creativity is that nearly magical ability that allows us to connect with latent and unknown possibilities in our way of thinking. It is that of bio-psycho-social and unique entities, we have the capacity to be and to do beyond what we capture or experience in daily life. In this capacity, creativity and innovation play a preponderant role; that dynamic, rebellious and transgressive being; thinking outside the norm, from other perspectives and differentiating dynamics.
By defining what creativity and innovation are, knowing how these mental processes converge for the achievement of business growth; re-solving problems by applying strategies out of lateral or creative thinking, out of the ordinary and the normed, will result in companies or businesses adapting to the changes of the market, with which it will be a step ahead of the competition.