In the contemporary business context, organizations face constant pressure to adapt to cultural, economic and technological changes. Faced with this challenge, it is crucial that they are not only creative, but capable of transforming this creativity into effective innovations. This article proposes an exploration of the interconnection between innovation, creativity and competitive advantage, recognizing the vital need to understand how these elements shape organizational dynamics in a dynamic and competitive business environment. In this context, innovation is seen as a central mechanism for organizational renewal, being essential for obtaining a sustainable competitive advantage over competitors. The direct relationship between innovation and economic and financial results is highlighted, emphasizing the creation of value perceived by the market. Still, within the scope of innovation, creativity plays a crucial role, requiring more than isolated moments of inspiration. Research in creativity and innovation integrates contributions from different areas, highlighting the importance of an innovative approach in the production of ideas to gain differentiated value. Therefore, competitive advantage is achieved through the creation of value that exceeds production costs and cannot be simultaneously implemented by competitors. The sustainability of this advantage is associated with the ability to explore market opportunities and continuous innovation, becoming a crucial factor for the expansion and operational maintenance of companies. In summary, this text emphasizes the interdependence between innovation, creativity and competitive advantage, offering valuable insights for organizations that seek not only to survive, but to stand out in a scenario of constant business transformation.