I watched Taylor Swift’s Eras Tour docuseries and couldn’t stop thinking about what it revealed. 149 shows without a single cancellation. Six months of training before opening night. Handwritten letters to every single team member. A setlist that kept evolving mid-tour.

And the lessons for creative businesses? Absolutely extraordinary. The choices behind the scenes. The preparation nobody sees. That’s where exceptional is built.

So many creative entrepreneurs think they need to leave their “serious” professional self behind. That corporate background, that legal career… they see it as separate from who they are now. But that might be costing you your most distinctive positioning. The parts of yourself that feel contradictory? Those might just be your superpower. The creative entrepreneurs I see thriving are the ones who’ve brought their whole selves forward. That’s what creates a business no one else can replicate.

Leading research proves your creative thinking is the number one factor for future business success. Companies embracing creativity outperform peers by 3.5 times.
Yet you’re undervaluing what comes easily, using frameworks for linear thinkers. When you build around your creative strengths, everything can change: positioning, pricing, sustainability.

I’ve never actually liked the name Passion to Profit. But when I started over two years ago, it was good enough to get going. The most important thing was to start, not to wait for perfection. And I’m so glad I did – 118 episodes later, look where we are.
Now it’s time to evolve. The work has always been about building businesses from your natural strengths, not turning passion into profit. I just didn’t have the right name for it at the beginning. Discover the new name!

Somewhere along the way, ambition became associated with things that don’t resonate with creative entrepreneurs… hustle culture, sacrificing everything for growth, becoming someone you’re not. So when people talk about scaling or being ambitious, many of us instinctively recoil. Not because we don’t want success, but because we don’t want the version of success being sold to us. Here’s what ambition actually looks like for creative businesses: having a sense of purpose, doing work you’re proud of, and being fairly rewarded for it. You don’t have to choose between them. You get to have all three.