Norman writes poetry, essays and reviews which have been widely published and is also an experienced teacher and lecturer. His poetry collection Slate, Sea and Sky, A Journey from Glasgow to the Isle of Luing, with photographs by Oscar Marzaroli, is published by Luath Press. He is currently involved in collaborations with musicians, a dance company and a film-maker.

He has spoken and performed at many cultural events including Celtic Connections, Aye Write and the Edinburgh International Book Festival. His interest in geopoetics and the work of Kenneth White led him to found the Open World Poetics group in 1989 and to become the director of the Scottish Centre for Geopoetics from August 2002 until the present. He is also Vice-Chairman of the Isle of Luing Community Trust.