'Passion' Is Not a Plan (But It Is a Start)

Picture this:

You’re in the waiting room at the emergency room. You’ve dramatically dislocated your shoulder whilst moving boxes of your upcoming season brochure (don’t ask).

In walks the doctor, full of gusto.

“I just love healthcare,” they say. “Medicine is my passion. I don’t always follow the same routine - but I go with my gut, you know? It’s more authentic that way.”

Charming? Maybe. Reassuring? Not so much.

Because when you're in need of actual help, you want more than someone who cares deeply. You want someone who shows up with consistency, skill, and a plan; capable of following through day after day, patient after patient, with a steady hand and a consistent outcome in mind.

“We’re looking for a passionate X…”

It’s the same in the cultural sector. We are passionate. Fiercely. Passionate about the work, the mission, the magic of it all. That belief has kept us all going through long days, late nights, weekend work, budget cuts, awkward board meetings, and three-year ‘strategic’ plans written in Comic Sans (gulp).

And the p-word is everywhere; overflowing in job ads. I’ve written them. You probably have too. And let’s be honest, how many of us have started a cover letter with, “I’m deeply passionate about the arts…”? (guilty as charged).

Passion is our shorthand for commitment and care. And in many ways, it makes sense. This work isn’t just a job for most of us. It’s purpose-driven. Mission-led. It asks a lot, and gives a lot in return.

But... passion isn’t a qualification.

It doesn’t tell me if you can lead a team through uncertainty. Or build a budget that supports growth. Or respond to a crisis with clarity and calm. It doesn’t tell me if you know how to forecast revenue, manage burnout, build trust, or get a mail-out out on time with the right name fields. (sorry to whoever received ‘Dear [first name]’ back in 2022).

Passion is a spark. But it’s not a system. And it’s definitely not a strategy.

What we need now - especially now - is something more grounded. More repeatable. More resilient. That doesn’t mean caring less, far from it. It means leading with more.

Because it’s one thing to love the work. It’s another to deliver it, week in and week out, with clarity, focus, and follow-through.

So What’s the Plan?

If passion is the spark, then discipline is what builds the fire that keeps people warm. Not glamorous. Not tweetable (X-able?). But essential.

The cultural sector isn’t short on caring. It’s short on capacity. On clarity. On structure that holds when the calendar is chaos and your best fundraiser has just resigned via Slack.

What we need now is discipline - the kind that doesn’t squash creativity, but supports it. The kind that turns ambition into traction.

Discipline isn’t about rigidity. It’s about rhythm.

It’s the rhythm of knowing how to prioritise when everything feels urgent.
The rhythm of checking the data even when you’d rather not know.
The rhythm of setting goals and revisiting them.
Of saying no with intention and yes with alignment.
Of making decisions that serve both your mission and your bottom line.

It’s what Seth Godin calls professionalism:

“Make a promise. Keep it. Do it again.”

And it’s what we at TRG Arts call strategic doing - the art of turning ideas into impact through repeatable, deliberate, focused action.

It’s not just about showing up. It’s about how you show up.

You Can’t Run on Vibes Alone

If that all sounds a little… unsexy, good. Strategy isn’t supposed to be seductive. It’s supposed to be effective.

This is where many people get stuck, myself included. They’re brimming with ideas, charged with passion, surrounded by people who care deeply - but they’re operating in a system that runs on adrenaline rather than intention.

So how do you shift from inspired chaos to structured progress?

Here's a few suggestions on where to start:

Know What You’re Measuring: You can’t improve what you’re not tracking. Define what success actually looks like - for your audience, your team, your revenue. Choose a few meaningful KPIs (not 37), and check them regularly. Not just when something’s broken.
Build Campaigns with Intention: Your marketing isn’t just promotion, it’s orchestration. Align your messaging across departments. Plan ahead. Evaluate. Capture learnings. Use your past to fuel your future.
Spend Like It’s a Strategy, Not a Habit: Every line of your budget should either fuel customer retention or growth. If it doesn’t, question it. Are you investing in what works, or just repeating what’s familiar?
Lead with Accountability (Not Exhaustion): Burnout isn’t a badge of honour. Clarity, structure, and shared responsibility are the real superpowers. Make space for feedback. Give people goals. And if the way you work isn’t working anymore - change it.

Discipline isn’t something you do instead of being passionate. It’s how you protect your passion so it can go the distance.

Where Do We Go From Here?

Passion brought us this far, but it was never meant to carry the full weight. It fuels the mission. Discipline makes it sustainable.

What moves us forward is this discipline: turning care into clarity, vision into structure, and good intentions into repeatable progress.

Because the truth is, our missions are too important - and our communities too deserving - for anything less.

Keep Learning: Strategy and Purpose in Action

For a deeper look at how strategy, purpose, and practical leadership come together in today’s arts sector, watch the full conversation between Jill Robinson and Seth Godin here.