The article discusses the essence of creativity and conditions forming an employee's creative potential. These conditions include the internal factors, dependent on the individual (memory, attention, good perception, imagination, personality and temperament, knowledge, intelligence), and the external factors, connected with the company (climate facilitating, within the company, creativity; an orderly organisational structure; motivating system; openness to ideas), and its milieu (social, cultural, political and economic). Learning the conditions for creative thinking and problem solution is indispensable for creativity management at the enterprise in the age of ever increasing competition in the market.