Why do you want to create? Musicians create what? Music. Of course. The same goes with artists, as they create wonderful masterpieces of art. Writers create visual images in the minds of their readers, creating an experience. Restaurant owners create a memorable experience for their guests, hotel owners create relaxing environments for patrons, I could go on.
If you are a small business owner, to remain competitive, you must remain creative. Answer the “what” and the “why” relative to creativity and you will begin the journey.