The construction industry generates the greatest quantity of solid waste in the world, which is now becoming an environmental and social problem for future generations. Efforts to decrease the impact of construction and demolition waste (C&DW) through mechanisms like clean production agreements, laws, decrees and legislation, among others, are not producing results. Therefore, this article describes a methodology to create a construction and demolition waste management plan (C&DWMP) based on processes of innovation and productive thinking. The plan, implemented in a construction project, aims to include strategies that not only classify and manage C&DW, but also avoid its production and disposal in landfills. The results show a high level of participation, involvement and open-mindedness from the project members. Their ability to come up with ideas and increase awareness to minimize waste was also an achievement. It should be noted that the effectiveness of the C&DW management plan is not presented from a quantitative point of view.