The talk, entitled “The 7 Stages of Creativity: Developing Your Creative Self”, looked at how attendees could develop their creative mind and apply it to everything they do in work and life.

Topics also included how to retain knowledge better, how to merge your passions with your day job, how to discover and nurture your creative biorhythms, and how to turn your creativity on at will.

James Whittaker’s career spans academia, start-ups and top tech companies. He has worked as a freelance developer, most notably for IBM, Ericsson, SAP, Cisco and Microsoft, and in 1996 he joined the faculty at the Florida Institute of Technology.

James’ first stint at Microsoft was in Trustworthy Computing and Visual Studio. He then joined Google as an engineering director and led teams working on Chrome, Maps and Google+. In 2012 James rejoined Microsoft.

He is known for being a creative and passionate leader and sought after speaker and author.

It is the second time that the Microsoft Distinguished Engineer has been invited to speak at LUMS.

Speaking after last night’s Masterclass James said: “It has been great to be back here in Lancaster speaking to so many local business people.

“Creativity can play a vital role in all aspects of business. Hopefully the audience here tonight will take something away from this evening’s talk and start unleashing their creativity.”

LUMS Head of Business Engagement Helen Fogg said: “It has been a real honour to have James Whittaker back again to deliver another great talk. Our SME Masterclasses aim to help owners and managers to develop personally and professionally and to give them food for thought, and James’ talk tonight has definitely done that.”

Sue Haslem, Relationship Director at NatWest, said “The event forms part of a series of business Masterclasses hosted by Lancaster University and supported by NatWest. The series is open to all business owners and managers across the North West, and aims to bring them together to network and listen to inspiring speakers.”

Information about further Masterclasses in the series can be found on www.lancaster.ac.uk/lums/masterclasses.

Talks are free for SME business owners and managers to attend but places are limited. To reserve a place, contact Jen Melling on 01524 510769.