People wonder if program creation is an art or a science. Is it inspiration or research? Is it a mission or a business? I think the answer to all of these is, “Yes.” Great programs of course need the creative spark that comes from imagination and artistic experience. But too often, these great ideas die on the vine because they do not have an organized, rational business plan — a way of evolving the program’s design that makes sense to all involved in creating and supporting them. In the end, the process can only succeed if the producer finds the perfect intersection of a brilliant idea — a compelling reason to produce the show, and a terrific plan to develop that idea into a sustainable program.
Check out this article, from Transom.org