The authors analysed an ongoing service culture change in a strategically selected case. They illustrate how sensemaking can help to engender cultural change and, specifically, what sensemaking formats, approaches and strategies can have a transformative impact on first-line managers' narrative. The article contributes to the literature with insights on leadership through sensemaking and how public bodies can act as 'intelligent organizations' to enhance service co-creation. In addition, the authors show how an action researcher can complement a middle manager in change leadership.