This chapter discusses creativity and recognizing opportunities. It explains that creativity enables businesses to differentiate themselves, is the basis for invention, and is critical for problem solving and recognizing opportunities. Creativity involves ideas, opportunities, and innovation. Challenges to creativity include lack of time and confidence. To overcome these challenges, one should design an environment stimulating creativity, devote time to contemplation, keep track of ideas, think from familiar perspectives, leverage networks, and think in opposites. Sources of new ideas include customers, trends, events, and new technologies.