The purpose of this study is to examine, why and how adapting service-based working cultures could be prominent for organisational creativity and innovation. The analysis, entirely based on theoretical discussions, is made following the ideas and concepts of Complex Adaptive Systems theory and Service-Dominant Logic. The originality of the study lays on understanding the importance of organisational cultures as the key driver for managing creativity. The implications of adapting a service-based organisational culture will thus be examined, resulting in significant insight on how to develop creativity and innovation related management practices. This study offers both deliberation and practical advice for companies interested in enhancing creativity and innovation.