The present work addresses issues related to creativity and innovation, focused as a key component for business success. First, the state of the art is made, which details the criteria of several authors about creativity and innovation, it is important to have a solid base of the theory consulted so that the construction or development of the research has the desired impact, in this harmony they identify several points of view so that the work develops in a better way, and has the necessary support. As the second point is the development, which describes relevant aspects as key tools for business success, in the final part of this section several practical examples are mentioned that companies worldwide and national use as differentiating mechanisms and make a big difference from their competitors.