This thesis examines how the concept of creativity influences the innovative processes in SEV, both on an individual level and on an organizational level. It illustrates how to create an innovative framework from an organizational perspective in relation to radical changes. The source of change is creativity, but in order to understand how creativity creates innovative processes, it is necessary to investigate how creativity occurs and furthermore how it develops into innovation. To do this it is necessary to get below the surface to investigate and get knowledge of the work practices and get a holistic image of the organization examined, which the ethnographic methods have contributed to. SEV's main focus has been on technological innovations, which have been characterized by a monoculture approach. The challenges that SEV will face in their vision 2030 requires not only technological solutions but also challenges of a more social nature. A conceptual model has been designed to support solutions of a more social scientific approach as the project concludes SEV would benefit from moving beyond their own community of practice and become more interdisciplinary in their approach to gain greater creativity.