The ideas in this paper were initially explored at the Organisational Theatre summit, co- ordinated by learning Lab., Denmark at Lisegaarden near Copenhagen in March 2005. Working in collaboration with a group of actors and theatre practitioners; approaches to the phenomenon of rehearsal were discussed and a short play was devised and performed to communicate our findings to the rest of the conference. This paper arose from further reflection on those discussions and includes a transcript of the short play devised: The paper offers some reflections on the phenomenon of 'rehearsing' as practiced in theatre. It also represents our view on the usefulness of rehearsal as a model for the development of new products especially services and the possible value of this concept in the context of organizations, especially the management of professional service firms.