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Through the metaphor of navigation, we offer the reader a journey that goes from the literature review about the main theories of creativity throughout the last century to the present, to later address it for Latin America, outlining some reflections on its current context, as well as what the future holds. The literature review shows that, unlike the Western Hemisphere, creativity as a line of research in our region has been somewhat neglected, without being given its rightful place, generally very little addressed. Therefore, it is proposed to get back on track, rescuing what has been done and through an exercise of reflection, proposing new lines of research linked to creativity itself, to innovation, and also toward entrepreneurship.