Turbulent market environment characterised by the international competition, especially between European and Asian manufacturers, leads to exponentially increasing product complexity and functionality within shorten product development times. Especially the product functionality is characterised by continuously implementation of innovations to ensure the competitiveness. Furthermore, the original equipment manufacturers have to fulfil the increasing requirements of the product safety and liability legislation. This leads to a goal conflict: The development of innovative products based on creative thinking (“creative minds” for innovations) versus ensuring of product safety based on legal requirements (“doubters” for risk avoidance). This paper discusses an approach to improve the development process and labour organisation for solving this goal conflict. Based on fundamentals of creative working and principles of innovation, the implementation of creativity processes/techniques within the product development process respectively organisational project structure is shown. Finally, the main influences, which are supporting innovative thinking or restraining respectively the mechanisms blocking creativity within team work, are discussed.