Creativity is the ability to generate or innovatively design something original. It is described as the human capacity to find unique solutions to presented problems. A crucial characteristic of creativity is divergent thinking, involving the ability to generate numerous possible solutions, rather than being restricted to a single correct solution, which is the characteristic of convergent thinking. Business negotiation represents a communication process within a business environment with the goal of achieving agreement among participants. Negotiations are necessary to facilitate open communication with partners about issues and to strive for solutions that are acceptable to all parties. The aim of this work is to provide a deeper insight into how and why creativity can serve as a key precursor for successful negotiation. Using document analysis method along with practical examples of creative thinking techniques, we used inductive approach to investigate ways of utilizing creativity to achieve positive and productive outcomes in a negotiating environment. The paper addresses the research question of how creativity and divergent thinking influence the negotiation process and proposes certain creative thinking techniques and strategies that can improve the negotiation process. The expert and applicative contribution of this thesis consists of linking creativity with the business negotiation process and analyzing how the application of creative thinking can have a positive impact on negotiation results. Research provides concrete practical solutions and strategies for creative thinking that can be used in real negotiation situations.