Creativity can mean different things to different people, and can be defined at different levels. The belief is that creativity is a characteristic of human beings, not just geniuses, and that everyone in this world has a certain degree of creativity. Many researchers have devoted themselves to studies on the influence of creativity in the world of entrepreneurship. Deepening the discussion about the role of creativity in business, the researchers focused on something more than just the effect that creativity brings in business. They dealt with questions of how to actually improve entrepreneurial creativity. The discoveries they made, which will be presented in the theoretical part of this paper, can encourage entrepreneurs to remain competitive in their entrepreneurial practices. However, as the review of the literature found more foreign research, the need for domestic research that will examine how creativity affects the business of Croatian entrepreneurs is indicated. In order to respond to this need, this paper presents the results of empirical research through a survey conducted on a sample of 117 respondents, who answered some specific questions and whose answers reveal the attitudes of Croatian employees about the importance of creativity in the business environment and provide some new practical and theoretical frameworks for understanding and improving business creativity in the 21st century. Before presenting the results of the empirical research, an overview of the views of several different authors on the relationship between creativity, innovation and entrepreneurship is given.