This paper argues that supply chain theorizing must embrace creativity to address the increasingly complex and unpredictable global environment. While recent calls for innovation in supply chain theory development are gaining traction, the underlying mechanisms of creative theorizing remain underexplored. We draw on neuroscientific evidence to highlight the crucial role of the default mode network (DMN) in enabling creative insights. The DMN, a set of interconnected brain regions, is activated during non-goal-oriented activities and has been causally linked to creativity. We argue that predominant approaches to supply chain theory development, with their emphasis on structured, goal-oriented activities, inadvertently suppress DMN activity, thus hindering the generation of novel theoretical insights. We propose a DMN-informed framework for supply chain theorizing that emphasizes the dynamic interplay between focused analytical work and non-goal-oriented activities, such as intellectual exploration and reflective downtime. This framework encourages "structured liminality," creating intentional spaces within the research process for DMN activation. Embracing this approach requires a shift in how we evaluate theoretical contributions, valuing conceptual richness and the ability to reframe problems alongside traditional measures of rigor.
