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Non-entrepreneurial passions may be the beginning of an extensive entrepreneurial journey. However, current passion theories cannot fully capture the essence of such passions and their effects. The purpose of this study is to explore and explain the real-life composition of passion and performance.

The investigation was conducted with comparative causal mapping (CCM) on a qualitative sample of people we designate rock “n” roll entrepreneurs (i.e. individuals driven by a passion for music and who are successful both artistically and economically). Aggregated causal maps of passion elicited through semi-structured interviews were analyzed and contrasted with performance indicators.

Passion is revealed to be an individual phenomenon, one composed of central and peripheral concepts that include—contrary to prior theories—personality traits and life contexts. Furthermore, the results suggest that the concordance of concepts determines the scope, degree and performance of passion.

This study complements prevailing passion theories in psychology and entrepreneurship. As a context-bound study, the generalizability of the results is limited to its context, which, however, paves a clear way for future research.

Creative economy entrepreneurs and educators can use the mechanism of concordance to consciously reflect passion-driven tensions between artistic, social and entrepreneurial demands and to translate passion into behavioral effectiveness.

This study is the first to use a CCM approach to investigate passion. Findings highlight the potential to research entrepreneurial phenomena at the intersection of emotion, cognition and action.