This article is an outcome of the Beyond Text Project (Autumn 2016-Summer2019)In exploring the impact of reflective and work applied approaches we are curious how vivid new insights and collective ‘Eureka’ momentums occur. These momentums can be forces for work communities to gain competitive advantages. However, we know little of how learning is actively involved in the processing of creating new insights and how such a turning to learning –mode (Pässilä and Owens, 2016) can be facilitated. In the light of cultural studies and art education, we explore how the method of dramatising characters in a specific innovation culture can be facilitated. In this viewpoint we are suggesting one approach for this type of turning to learning which we c...