Necessity is the mother of invention? The father of innovation? The sibling of complacency? No. It’s the negative emotional state of an unsupported positive mood and a unsupportive context which when low coupled with a negative mood had the strongest positive relation with creativity and outright breakthroughs. In NEW LOOK AT CREATIVITY IN THE ENTREPRENEURIAL PROCESS the entire process of the creative approach is examined not from the standpoint of market need or individual want but from the emotional standpoint of environmental happiness and certainly not what was expected.