I had a good experience of this in preparing for a keynote at the University of Chester on Thursday. The university conference was on the theme of creativity and innovation and I chose the topic of 'what drives and nourishes creativity in universities?' I have developed the habit of trying to involve participants in my talk by inviting them to contribute to an on-line survey aimed at revealing their beliefs and practices about the topic and I did the same on this occasion. I try to explain it to participants as an ecological process in which my survey tool enables all of us to gain a better understanding of what after all is a complex, often highly personal but also social phenomenon. By including the knowledge that has been gifted me I feel I am able to create a much stronger connection with my audience than if I was only presenting my own data. I had a lovely epiphany as I worked on late into the night before I gave my talk when I realised that the knowledge they had shared enabled me to answer the question I was posing in their own words. 'What drives and nourishes creativity in our university?' WE DO!!