This directed creativity exercise described aims to enhance comprehension of the material taught by applying it to an imaginary organization or product. It alternates between direction and creativity. The structured parts limit and focus the participants’ attention to the concepts and theories at hand, while the creative aspects increases the participants’ enthusiasm and interest in the material. The exercise has five steps: creating random words, developing an imaginary organization/product/service, answering application questions, participants presentations and group discussions, ending with reflections, critical thinking and debrief. Student feedback has been quite positive, indicating the effectiveness of the exercise.