Today, innovation performance is a crucial determinant of competitiveness and progress. Moreover, innovation is important to help address global challenges, such as climate change and sustainable development. But despite the importance of innovation, many companies face difficulties in strengthening performance in this area. And ours country, Moldova, needs a new search engine, development and market introduction of innovative ideas that can provide key advantages over competitors. It is a lateral marketing. Lateral marketing - a new belief system, which complements the traditional marketing new opportunities to create innovative ideas and organize the process of creative thinking. Innovation is what gives a distinct advantage over competitors. But in the current situation, today, in the conditions of a comprehensive crisis, when many companies are going bankrupt, the best assistant to survive may be just an innovative, creative, that is a lateral marketing.