What is creative technological change? This text explores new ways of thinking and acting in relation to this question in contemporary organizations. It examines how technology shapes organizations and how organizations shape technology - especially virtual and other information and computing technologies. A wide range of thinking on these issues from organizational theory, political economy, evolutionary economics, feminist analysis, the sociology of technology and the new socio-technical theory is outlined. The idea of metaphor is deployed to capture the differences between, and strengths and weaknesses of, different ways of conceptualizing the technology/organization relationship. It is argued that this approach offers the possibility of developing new ways of thinking about, viewing and ultimately responding creatively to the organizational challenges posed by technological change.