In an increasingly volatile, uncertain, complex, and ambiguous (VUCA) world, business activities are deeply affected by multiple demands and require proactive, ethical, and imaginative responses. In this context, university students across disciplines are called to cultivate their creative and entrepreneurial spirit in ways that also foster ethical awareness, sound judgment, and the capacity to become the next generation of responsible professionals and leaders.

This paper presents initial findings from an exploratory qualitative study developed within an educational innovation project promoted by the University of Huelva (Spain), in collaboration with other Spanish academic institutions, during the 2024/2025 academic year. Framed by a broader concern for fostering creativity, solidarity, and ethics in higher education, the study explores how contemplation and service-in-action — two experiential practices traditionally rooted in religious and spiritual traditions — might be reinterpreted and meaningfully integrated into university education to promote practical wisdom and ethical decision-making.

The study includes interviews with a friar and retired professor from the Dominican Order, a millenarian tradition known for its emphasis on contemplation and service, as well as observations of related practices. A small survey of university students further reveals that both contemplation and service-in-action are perceived as valuable tools for cultivating empathy, inner discernment, and personal commitment. The results also reflect a range of views regarding the challenges and benefits of integrating these practices into master’s level courses, particularly in terms of their pedagogical design.

These preliminary findings provide new insights into the importance of complementing technical and cognitive competencies with transversal formative experiences. They suggest that by incorporating reflective and ethically grounded practices such as contemplation and service, higher education can more effectively prepare students to face contemporary global challenges with wisdom, responsibility, and creativity.

Keywords: Higher education, creative and entrepreneurial spirit, contemplation, service-in-action, practical wisdom.