This chapter describes the experience of a group of graduate students using Lego® Serious Play® (LSP) and design thinking as tools to learn the value proposition concept to promote the regional development of creative industries. The use of LSP encourages teamwork, co-creation, and motor skills, transporting individuals to a play space, where each opinion has equivalent importance through the use of their hands, learning and reinforcing what they have learned through the techniques of teaching others, practicing doing it and group discussion. LSP facilitates in a short time the experience of creative freedom and the exercise of empathy with the client which refers to one of the phases of the design thinking method, as well as the creation of a conceptual prototype as a metaphor for the value proposition for the client. As a result, a business model canvas, and a value proposal canvas were generated, which help the innovation of the real service analyzed, as well as serve as an innovative tool in the process of teaching-learning for graduate students in the area of innovation.