Synthesizing entrepreneurship and creativity: the role of a hybrid mindset in changemaking

Purpose Cultural production increasingly shapes 21st-century economies. Yet prevailing models of entrepreneurship often privilege economic metrics over cultural or symbolic impact. This study aims to examine the hybrid mindset of two archetypical changemakers: Social Entrepreneurs, who are pragmatic and results-oriented, focusing on scalability and systemic change and Creative Pioneers who are humanistic innovators emphasizing cultural resonance and artistic autonomy. Design/methodology/approach Using a grounded theory approach, the study conducted 15 semi-structured interviews to explore core beliefs, definitions of success and adaptive strategies. Findings The analysis identified seven mindset parameters that structure how changemakers navigate tensions. A central emergent construct is Mojo. It is defined as a sustained motivational state that enables purposeful and adaptive action over time. Originality/value Based on the interview insights, this study proposes an adapted Hybrid Theory of Change (Hybrid ToC) Framework. This framework combines structural logic with Mojo as an integrative meta-capability. The authors derive implications for changemaker practice and ecosystem stakeholders to improve wellbeing and impact of enterprises.