Abstract
The motivation system for the creative class is different from the classical motivation system; salary here is not a key factor. The motivation system may differ depending on the level of professionalism, age, field of activity and a number of other factors. This article draws attention to the features of motivation of the creative class and considers options for intangible rewards. The position of universities in the creative economics is considered, since universities, with the resources they have, are a concentration of creativity and have great potential of the development of creative economics. The article also shows how a set of strategies, which led to the formation of a creative class, was formed on the example of Ireland.
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