In all organizations, favoring creativity in companies and properly managing it is essential to innovate and support growth and competitive advantage. Among the key skills at any organizational level – so much that the World Economic Forum entered it among the set of abilities most requested on the labor market – creativity is often the subject of false convictions: it is innate, it exists only among youth, it belongs only to individuals and not groups, it doesn't require constraints, it must be oriented only towards the future, it is universally recognized, and it has the same meaning for everyone. To debunk the false convictions around the issue of creativity, it is important to adopt different strategies to promote it and properly manage it, making it grow in individuals and working teams.