The paper addresses the topic of an innovative entrepreneurship approach. Innovation is a process of development and introduction of new ideas, products, services, processes or business models that provide value to customers and contribute to growth and sustainability of business. There are more different types of organizations that can be involved in, including incremental innovations, which include small improvements of existing products, processes, processes or service, and devastating innovations, which include the creation of brand new products, services or business models that disturb the existing markets. The contemporary entrepreneur must meet the needs and requirements of customers in the environment that enables the development of features of innovative strategies without previous organizational willingness. In order to achieve the goals that have previously been out of reach, successful companies use fundamental organizational skills. Innovation today is an indispensable factor in entrepreneurship, in the strong and competitive world we live in. In order to create an extraordinary product, a strong brand and build its customer network, the company must be innovative.