Museums are not-for-profit, mission led organisations whose primary purposes include the preservation of our culture, expanding understanding of our world and inspiring our youth. However, as traditional state-funding models become insufficient to sustain the sector, museums must re-invent themselves as businesses, raising income to support their core mission.  Our sector needs to develop a generation of cultural entrepreneurs – people who in the face of diminishing resources are prepared to pursue other opportunities in order for their museums to grow and flourish.