This application describes ten types of creative thinking used by entrepreneurs and small business managers to create and expand their companies' products and services portfolio. Confronting the characteristics of these thinking methods from the scientific literature and practical cases, we identified some similarities and differences. Based on that study, we developed a taxonomy, which we use as a central structure for showing the content that we consider relevant for a better understanding of the creative logic practiced by entrepreneurs. Our goal is not a complete and exhaustive characterization, but the elements that allow us to present and discuss the creative mechanisms. The taxonomy and the description of different types of reasoning can be understood as creative mechanisms or techniques, with the potential to inspire and provide creative insights for entrepreneurs and small business managers.