The survival or improvement of a company necessarily depends on its competitive advantages. These are the ones that maintain the ability to compete within the market. And without these, outdating is a sure destination. And then the disappearance. The mechanism found in the renewal and maintenance of competitive advantages is innovation. This is responsible for developing effective solutions for customers while generating economic value for the organization. Creating solutions increases the sense of utility and that generates value. The client can be internal or external. The solution can be an improvement process or it can change the market’s perception of the product or service and, in a rarer and more impactful way, it can be disruptive. This tends to be even more relevant and puts the institution in a more prominent position. The essential tool for innovation process is creativity. Ability to solve problems. It can and should be developed and encouraged. It depends on the experiences of each person and can be the result of social, material and circumstantial interactions. Generating a competitive advantage requires innovation. An innovative process follows one or more creative actions.