At a time when exchanges are developing and markets are globalizing, the need for differentiation is becoming more and more pressing for each company. The only answer to this growing need is creativity. By engaging in a dynamic of change, the company takes an active part in the evolution of the market and offers itself the possibility of distinguishing itself in the field of innovation. In addition, creativity goes hand in hand with collaborative management capable of satisfying the need for recognition of the teams, and in particular of the new generations.