This talk explores wording – as a verb. It explores the use of wording as a creative tool across a number of creative thinking tools whilst also asking what is ‘creativity’. It is a talk that provides examples of creative thinking tools that have contributed to the authors creativity whilst citing some examples. Overall, it is about playing with words, and being creative and innovative. Being open to be influence, if not inspired by writers such as James Joyce and his modernist approach to language, whilst acknowledging Aristotle’s story arc and reappropriating it as the ‘wording arc’. Furthermore, it goes on to explore ‘Architypes’ viewed as ancient patterns of personality, likening them to the learner’s journey with a twist. It also sets out to highlight the importance of one’s memory within the context of thinking and creative thinking. Holistically, the intended outcome is that onlookers can develop as ‘creative problem causers’ and ‘intergalactic explorer’. 

David is an award-winning creative/board director from advertising. He joined academia in 1994 as a ‘new-blood’ appointment. Within three years he became the programme leader as well as an award-winning author of the highly successful BA (Hons) creative advertising programme in Leeds Arts University. In 2013 he joined The University for the Creative Arts in Surrey, where he authored another award-winning course in advertising. He was an external examiner for a number of BA and MA courses and a regular panel member on validation, revalidation and periodical reviews in England and Wales. He is a published author and playwright. His research interests are in creativity and pedagogy. He has spoken at conferences in Crete, Porto, Kyiv and Lithuania in both the academic and private sector.  He’s a visiting lecturer at Vilnius Technical University and The Atomic Garden. He is now researching with the view of writing his first book.