New methods of researches and novel information have revolutionized the innovation scenario. Close collaboration with end-users is now a critical component of many types of product innovation improvement and has potential to make them the main future innovation source. The present study extends recent researches regarding product creativity ideas. The study shows how the involvement of the Displacement Template Theory helps end-users to increase their creativity in producing new ideas. Based on an empirical research, it is demonstrated that new creative ideas are possible as a consequence of the utilization of the Displacement Template, superseding previous personal inclination to be creative.