This paper intends to propose an “ontological shift SECI model” as a tool to diagnose organizations in the context of knowledge creation, and thereby support the management of knowledge creation‐related projects.

This research's hypothesis is based on existing knowledge creation theories and is tested using a case study methodology. The authors first examine the model in a completed project in order to test its validity and second, apply it in Company A's software project to demonstrate its feasibility and usefulness.

In any given project, knowledge creation activities occur in various ontological entities – individual, group, organization or social‐network. The diagnosis tool, which proved to be useful in this paper, traces such ontological shifts and makes visible all key activities of a knowledge creation project. These activities form an “ontological shift model” and trace an “activity map” which exposes underlying enablers and barriers, and provides viable solutions for improvement.

To carry out the analysis, the key activities identified in the knowledge creation‐related project have to be described in detail according to their ontological and epistemological dimensions. However, such description is complex and requires specialized expertise in knowledge creation and rich knowledge of the ongoing project.

The tool proved useful for supporting project managers in diagnosing their project's knowledge creation shortcomings. When knowledge creation breakdowns occur in a project, the tool can act as a navigator and uncover alternatives to continue the knowledge‐creating spiral.

Knowledge creation process is difficult to manage because of its cause ambiguity and intangibility. What is a knowledge creation activity? And why? This model makes explicit experienced managers' tacit solutions to knowledge creation problems. It can make organizational knowledge creation activities visible and therefore manageable for junior staff, outside consultants and even future software modeling.