Purpose of the Hub

Creative hubs are often structures that carry many different areas at once: community management, program design, revenue model, physical space operation, ecosystem interaction… All of these layers are not a goal in themselves, but rather tools used to achieve that goal. However, as these tools multiply over time, it can be difficult to remember the real reason for starting out. As hub founders, we often know very well “what we do,” but we have difficulty clearly defining “why we do it.”

The goal set at the beginning may start to look outdated over time. The ecosystem changes, resources change, the community transforms. At this point, two risks arise: either we abandon a goal that has not yet borne fruit prematurely; or we persist in the same path without seeing the changing context. In both cases, we may lose direction.

This is why purpose is not a statement to be set once and shelved; it is a compass that needs to be periodically rethought, tested, and adjusted when necessary. A solid compass requires a perspective that considers not only today but also five or ten years from now: “Do I still want to do this job in ten years? Will this structure still have a meaningful relationship with me, my community, and the world?”

The strategic intuition that leaders in creative hubs develop in response to these questions is invaluable, because it allows them to discern not only what decision to make today, but also which direction to stay in, which opportunities to seize, and what is merely a distraction.

In this section, you will find questions and tools for creative hubs to reexamine and update their purpose and develop a solid sense of direction that is open to evolution over time.

When you create a creative hub, the initial need that drives you is often based on an instinctive and powerful motivation. But over time, that motivation can give way to day-to-day operations, fundraising, or external expectations. Looking back at your founding intention can help you see if there’s still a connection between your purpose and your current practices. What was missing when you created this structure? Is there still a gap today, and how are you filling it? Purpose is not a fixed definition; it’s a sense of direction that evolves with you but should not lose its core.

Questions to think about:

• What was the real need and motivation that motivated you when you set out?

• Is this motivation still valid today, or has it given way to other priorities over time?

• Can you establish a meaningful connection between your initial purpose and your current practices?

• Does this purpose still have relevance for your community today?

• If you were to explain to someone why you built your hub, where would you start?

A creative hub does not only offer an event, production or meeting space; it also aims for a specific change. This change may sometimes concern the living conditions of a particular community, sometimes the structure of an industry, and sometimes the shaping of local culture. However, over time, this desire for change can become blurred; it can lose clarity about who the community is or what the transformation means. That’s why it’s important to redefine your purpose not only through your own eyes, but also through the eyes of the people you aim to serve.

Questions to think about:

• Whose life do you want to touch and what do you want to transform?

• Who is your target community? What do you provide them, what kind of value do you create?

• How has your relationship with this community been shaped: do you listen to them and learn from them?

• What might your hub do through the eyes of the community you aim to support?

• Can you clearly describe the change you want to create?

Running a creative hub is a long journey. But between the daily grind, urgent decisions, and ever-changing needs, the question of where we want that journey to go often falls to the wayside. But the decisions you make today can help you understand whether you’re acting with a sense of direction or just trying to survive. Dreaming about the future allows you to shape the present accordingly. Likewise, accepting that this path will either end or change at some point is a meaningful and strategic decision.

Questions to think about:

• What is something that once you have accomplished, you can say “our hub has achieved its purpose”?

• What do you really want to achieve and what does that success mean to you?

• Can you imagine doing this job in ten years? With the same passion or in a different way?

• Are the steps you are taking getting you closer to this goal?

• What will you achieve so that you will no longer be needed?

Creative hubs have the dual purpose of creating social impact and building a sustainable financial structure. But these two goals can sometimes conflict: Prioritizing the needs of your community can lead to financial returns; focusing on revenue can lead to social impact. Finding balance isn’t always a mathematical equation; it’s a matter of prioritizing what works for you. Understanding how you’re doing is a critical indicator of long-term resilience.

Questions to think about:

• If you were to weigh the two sides of the equation between creating impact and generating revenue, which would weigh the most?

• Are your financial decisions getting you closer to or further away from your goal?

What action do you take when you realize that this balance is disrupted?

The direction of a creative hub is determined not only by the vision of the founders, but also by how much everyone on the team shares that vision. Over time, the team grows, roles change, and individual motivations evolve. Therefore, it is important to consider not only the purpose of the structure, but also with whom and in what partnership you pursue that purpose. Recognizing differences in direction within the team and being able to openly discuss these differences enables long-term harmony and progress.

Questions to think about:

• Do team members define this purpose the same way you do?

• Is everyone moving in the same direction, or are different priorities emerging?

• How well do the individual motivations on your team align with the overall direction of the hub?

• How often and with what tools do you think together to identify common ground?

Over time, both you and your environment change. Goals that seem clear at first become questionable as you gain experience or the context changes. However, this questioning is not inconsistency; it is a sign of healthy flexibility. Being able to update your purpose without losing your sense of direction requires the development of both individual intuition and collective awareness. Sometimes it is important to hold on to a goal and to be able to break free from it.

Questions to think about:

• Do you find yourself straying too far from the goals you originally set?

• Are you afraid of straying from your goals?

• How do you decide between giving up something and transforming it?

New opportunities for creative hubs can be exciting but also distracting. How does a new fund, invitation, collaboration, or visibility align with your current direction? The answer to this question is to evaluate each opportunity in terms of whether it is a “fit,” not a “value.” A true sense of direction requires knowing what to accept as well as what to politely decline.

Questions to think about:

• When new opportunities come, what do you look for first: budget, visibility, meaningful contribution?

• What attracts you to the offers presented to you? Temporary comfort or long-term harmony?

• Which opportunities led you astray, and which ones clarified your direction?

• In moments of decision, what is your compass set to? Your own values or the expectations of those around you?

• Have you had a hard time saying “no” lately? Why?

Running a creative hub is an intense, multifaceted, and voice-dominated process. Stakeholders, funders, community members, and teammates are constantly generating expectations, feedback, and needs. In these circumstances, it can be difficult to hear your own inner voice. Yet the most solid foundation for a sense of direction is being able to distinguish the voice from the voice inside, not the voice outside. Are you truly on your own path, or are you walking a path paved by the system?

Questions to think about:

• If external factors stopped for a while, where would you like to turn?

At the end of the day, are you really following your own course, or are you following the path the system has laid out for you?

The questions in this section are not easy. Answering each one requires time, clarity and sometimes courage. Because creative hubs often put these basic questions aside while trying to stay afloat in busy agendas. But when these questions are postponed, the purpose fades over time.

You can answer this tool individually, but the most effective way is to reflect on it as a team with a facilitator. Different perspectives within the team can sometimes create conflict, and facing some truths can be more difficult than you expect. That's why it's important to break the process down, digest it, and get support.

It’s okay if the answers aren’t clear. Some questions will help you make more informed decisions, not just for today but for the future. The purpose of these questions is not to get you to the “right” answer; they are to help you develop a more conscious, intuitive, and strategic sense of direction.

At this stage, try asking yourself this fundamental question again: “Why does this hub exist? ” Answering this question sincerely can be the first step in reorienting yourself. And then: “What will be the first concrete step I will take with this awareness?” This step can be small; a meeting, a conversation, a decision, or simply making a note. The important thing is to turn these questions into action.