Entrepreneurship has more to it than just self-employment and hard work; to tap its full potential one needs to put emphasis on the generation and development of ideas. Research on creativity suggests that all of us are able to engage in this kind of creative activity. This essay presents techniques for, and examples of, generating entrepreneurial ideas. Its goal is to show that in the present age, which is marked by rising levels of education, growing consumer sophistication and increasing opportunities for comparing values, ideas that are developed in harmony with society's values have good and growing chances for success in the marketplace. Ultimately, a culture of innovative entrepreneurship is envisioned, which is able to incorporate economic, artistic, and social activities as parts of one coherent spectrum of human creativity.