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In this paper I deal with different ways of conceptualizing dramaturgical work (or ‘dramaturging’) in the process of creation. The first step searches for an overall perspective. The approach I propose enables to capture the nature of dramaturging without favouring certain types of creation on the basis of the ‘materia’ (word, movement, dram. conflict, image…) through which creators seek to attract the viewer's attention. The second step suggests a new way of conceptualizing dramaturgical activities in the context of a specific creative cooperation. Here I draw from cognitive linguistics. In the conclusion, several attempts are outlined how – using conceptual metaphors – to think inspirationally, yet seriously and with the aim to deepen our insight into the role of dramaturg(y) in the act of creation. The paper synthesizes studied literature, results of field research among students, graduates and pedagogues of dramaturgy in Hessen (Germany) and my own experience as a dramaturg and author.