In recent years, entrepreneurs, managers, academics and leaders of all kinds have shown a growing interest in learning about the peculiar methodology of Creativación© ?a neologism arising from the combination of the words creativity and innovation? which the company Metalquimia has been developing and perfecting for decades. In Time-Out, its CEO, Josep Lagares, presents in a practical and dynamic tone the approach of this methodology, the result of continuous learning in an environment of finite resources and full of existential challenges.