Succeeding in product development is essential to be able to deliver successful new products and services to the market. The product development process requires skills in generating a creative environment in the organization that enable high idea generation and transforming ideas into viable products and services. To survive in competitive environments, companies must be able to deliver new products and services to the market. Creativity is a key element in this product development process. This paper from SINTEF is a case study of the use and application of a creative methodology and creativity techniques in six Norwegian SMEs.