The paper examines the specific knowledge universities transfer to industry, reflecting to creative industry
needs. As results shows, the most asked alumni competences should be tacit knowledge and divergent thinking. Divergent
thinking influence the creativity. Creativity is often defined as the ability to develop new and useful ideas, but in deep literature
review, we can see few irregularities and different definitions of creativity. The paper also evaluates the importance of
creativity from business environment point of view and from the creative industry perspective and creative firm owners. As
point of view. Another key finding is, that to educate creative people will be one of the key competitive advantage, because
mainly the ability to create and disseminate knowledge is often at the heart of the organization's competitive advantage not
only in creative industry, but in transport industry as well.
