However New theories on the concept of creative economy when Howkins remarks several important deeply concept must complicated use of biological change and references to the theory of evolution proposed by Charles.Darwins (1859) , Alfred Russel Wallace (1860), and evolutionary biologist Richard Dawkins, a professor at Oxford University (Howkins 2010 :49) included with Ernst Haeckel was the first german biologist person to use the term ecology “oeckologle” which he has created from the Greek language root “oikos) to refer to the relationship between an animal and its organic and inorganic environment (Hindes 2004:1) that the researcher applied to Howkins concept of creative economy) (2010:45) propose four aspects of ecological thinking that are relevant to creativity and innovation : diversity , change, learning and adaptation. This elements apply to human behavior (e.g.quality the concept of working attitude towards enterprises changed) inorganic environment in Haeckel commercial activity (organic environment in Haeckel concept)