It leads to the generation of new ideas and the creation of advanced machines. Innovation entails ‘bringing the best ideas into reality’ Ideas can only become innovations if they are broadly approved and integrated into individuals’ lives. Creativity and innovation are vital in business today because they facilitate growth and development. Modern businesses require constant innovation to be successful. They need to come up with novel ways of addressing problems. The business environment keeps on changing. Modern businesses require constant innovation to be successful. They need to come up with novel ways of addressing problems. The business environment keeps on changing. Thus, it is hard for a business to meet the changing demands without innovation and creativity. An enterprise cannot achieve sustainable growth without being creative and innovative. Okpara (2007) avers that change boosts the competitive advantage of the business. Creativity and innovation help a business to differentiate itself from competitors.