This white paper supports the theory and practice behind the Management Innovation Index by exploring the organizational dilemma of intangibility in innovation and the consequences of ignoring it; proposing a case for a systems thinking approach to organizational creativity to drive measurable innovation; reviewing the importance of the emergence of the new field of organizational economics as a way of analyzing organizations and offers a method for measuring and managing the impact of creativity on the key measures for success of an organization or business in 21st Century.