The West Amazon peoples show a low economic and social development pattern, even when there are plenty of natural resources. It looks like there is a huge gap between these resources, the investments, the knowledge, and the public policies able to create a better life quality for the Amazonians. This work looks forward to promoting the development of the Amazon according to ways shown by the creative economy and the U Theory, special attention will be given to the Amazonian situation and the path to its cognitive development and subsequent economic development. The work is in the academia and communities that search for a viable alternative to creative and sustainable development. From this standpoint, the proposed general objective is to study the instrumentation of the creative economy with input from the U theory. As specific objectives: to perform a critical analysis of the raised concepts (1); to point towards the circularity elements of the creative economy in the community (2); and refer to the acknowledged instrumentation in this study in support to the creative economy, having as baseline the U Theory (3). Hence, the problem proposed is: how the concepts brought up by the creative economy with the support of the U Theory can contribute to the West Amazon’s economic, social and sustainable development promotion. It is meant as qualitative research with a content analysis method, in which the data was gathered through bibliographic search and interviews. In the results, it is proposed a competence and ability management space to the leaderships, beginning at the Amazonian home. It is due to capacitating and training these producers under innovation, entrepreneurship, and sustainability concepts. It is requested the attendance to rules and techniques be respected by the producer of products elaborated with the available raw material.