In late 2006, the Columbus Museum of Art adopted a new framework that established creativity as the lens for learning and visitor experiences. The purpose of our article is to critically examine the role of evaluation in CMA's reinvention, and in particular to highlight three features of evaluation at CMA that we believe contributed to the museum's transformation: (1) the role of the evaluator; (2) thinking evaluatively; and (3) changing institutional culture by leading from one department.