This research confirms that organisational creativity is of growing interest to leaders due to an an anticipated move into the information age, and the growth of the new economy. For some leaders it also represents a new post-cost-cutting strategy to ensure organisational growth and sustainability. The research used a grounded theory approach and consisted of in-depth interviews with leaders from both the profit and non-profit sectors and included 3 case studies -- the Four Corners unit at the ABC, the advertising industry and 3M. The research also includes two comparison studies, between a range of profit and non-profit organisations, most of which are renowned for creativity. The core question attempted to be answered was how can organisations become more creative. / Doctor of Philosophy (PhD)