In this article we explore assumptions about the levels of analysis embedde
d in the extant literature on creativity in organizations. Uncovering and t
hen relaxing these assumptions allow us to extend the literature with an al
ternative but complementary model of how creativity unfolds in complex, lar
ge-scale, and long-duration organizational projects. We build on the paradi
gm of sensemaking and propose a multilevel model of creativity that, as its
defining feature, examines how periodic organizational crises reframe the
negotiated order of belief structures about creativity.