The main aim of the paper is to explore the use of creative processes, primarily in service-providing businesses. Creative processes could be considered one of the ways to improve the company’s performance, as well as increase the motivation of employees. A company’s performance not only depends on routine work processes, but also on the ability to use the creative resources in the most efficient way. In this case, is it true that creativity is widely used in large companies? Is it more beneficial to be creative when the competitiveness is tough? What are the attitude towards creativity as a tool for boosting business development? Implementation of new ideas, resource reallocation, improvement of product line efficiency and other activities can be optimized with the help of creative processes. This paper studies the implementation of creative processes in business development, covering theoretical and practical business aspects for innovation and entrepreneurship.