Universities are increasingly being criticized for their failure in innovation and entrepreneurship education with their excessive focus on storytelling about entrepreneurs, business planning competitions and lean start up models. Stemming from many cases of leading entrepreneurs who were either university drop-outs or did not go to university at all, there is cynicism in the community about the effectiveness of universities in generating innovators. However, there are in fact successful approaches to developing creativity and innovation skills being used by universities such as work integrated learning (WIL). Research shows that this approach is beneficial to both students in developing their creativity and innovation skills, confidence, self-efficacy and leadership and also to businesses in contributing towards the development and commercialization of new products and services and the recruitment of talented employees who contribute to innovation within their firms. For further details on preliminary work on such approaches, see: http://www.apjce.org/files/APJCE_15_1_1_11.pdf