Purpose ¿ The purpose of this paper is to reflect on the relationship between creativity and planning perspectives. Design/methodology/approach ¿ Creativity is considered to be the source of new and competitive ideas through which an organization positions itself in its environment. A distinction is made between means-end planning and emerging alternative approaches to planning. It is argued that in means-end planning schemes creativity is predominantly a problem solving activity seeking to find an ideal mix of instruments to meet a clearly stated goal. Findings ¿ Demonstrates that creativity can be much more if other perspectives on planning are accepted. A broadened concept of creativity is presented, pointing to strategic devices that promote and facilitate creativity in an organization. Originality/value ¿ Is of value by stressing that ¿being creative¿ should be a part of an organization's everyday experiences, a component of normal meetings, and a reality for all members of an organization.