Entrepreneurs receive a variety of positive and negative labels: risk-taker, innovator, leader, narrow-minded, passionate, disciplined, creative, competitive, obsessed, intense, rigid, driven, and controlling. The word “daydreamer” is also frequently thrown around, most likely in a negative light, but it shouldn’t necessarily be so. New research states that not only are humans highly susceptible to daily periods of lack of focus, but daydreaming is actually an important part of allowing the subconscious to explore and innovate. So although the act of daydreaming appears to be counter-intuitive to productivity, it actually increases creative thought. Creativity is important to entrepreneurs because it may help one to: \tImagine the specifics of a product and how the competed item will look and function. \tBrainstorm ways to increase revenue in order to make payroll and keep the business funded. \tPonder solutions to prevent employee turnover or how to increase customer engagement. Unfortunately a business owner’s days are filled with problems. But a person who focuses only on fighting fires will miss opportunities for growth, and will not give proper time to explore inspiration when it comes suddenly and inexplicably. Brilliant ideas need an environment in which to gain footing and develop. A creative environment; whether a physical location or a developed culture, should be the goal if a business owner wants to foster innovation. So how can daydreaming help your start-up? There must be time allowed for visualizing what could be, what should be, and what must necessarily happen if you continue on your present course. Putting abstract ideas into images are important because it may better show you a compelling picture of the future. By looking forward, you can check your present course against what you set out to accomplish and either make adjustments to get back on track, or pivot into a new direction that appears more favorable. Without continual course corrections, a start-up can stall or die. As an employer, you should encourage employees to tap into a daydreamer persona on a regular basis to ensure that fresh ideas and perspectives are coming to your company. Obviously, too much time spent in the clouds would be unproductive and have detrimental effects upon an efficient business organization. But for the moment, you’re likely in need of more time for imagination, not less, so that’s what I’ve focused on in this article. Being a daydreamer is not a talent nor should it have to be a degrading label, but instead a way of operating in order to bring original, inventive and flourishing life to your business.