“My job is just a paycheck… and it’s starting to suck my soul”

Today I want to tell you about Sam.

Sam’s been in marketing for almost 15 years. He’s senior, experienced, and well paid. On paper, everything looks solid.

But when we spoke, he described his work like this:

“It’s just a paycheck.”

No passion. No energy. No sense that what he’s doing actually matters to him.

He exchanges his skills for money, logs off, and repeats.

That setup works for a while.

Until one day you realise you’re on autopilot, and you can’t imagine doing this for another decade.

How Sam got here

Sam didn’t fall into marketing by accident, but it also wasn’t the original dream.

Early on, he was pulled toward more creative work. Storytelling. Big ideas. Projects that felt meaningful. But like a lot of people, he made the practical choice. The choice that paid.

And to be fair, it worked. His career grew quickly. He became a go-to person. He built credibility.

The last few years, though, knocked him around.

He moved into startups that were too lean. Roles where he was expected to be strategist, executor, and firefighter all at once. A run of redundancies that weren’t personal, but still destabilising. Then a role he took for comfort and stability that turned out to be deeply uninspiring.

So when a contract came along that paid well and gave him flexibility, he stayed.

Not because he loved it.

Because he was tired.

What’s actually wrong

Sam didn’t say, “I hate marketing.”

He said, “I hate this type of marketing.”

Revenue targets. Demand gen. Chasing numbers for the sake of numbers. It doesn’t match his values. Money matters, but it’s not the point of life.

What he wants now is autonomy. Good work life balance. Smart, kind people. A culture that values different perspectives. And work that feels connected to something bigger than a revenue dashboard.

He’s reflected on this a lot. He’s done the exercises. Thought deeply about what motivates him.

The problem isn’t lack of insight.

It's a lack of a plan.

Where he wants to go

Sam feels drawn toward more creative worlds. Film, TV, entertainment, sport, lifestyle brands. Work that’s closer to brand, storytelling, and creative strategy.

But he’s realistic.

He doesn’t want to torch his salary.
He doesn’t want work to take over his life.
And he doesn’t want to end up doing the same soul-draining work in a shinier company.

That last part matters more than people realise.

A big brand won’t fix a role you already hate.

What I advised him to do

This isn’t about “applying harder”.

It’s about stepping back and making intentional decisions.

Here’s the framework I gave Sam:

First, clarify the target.
Not vaguely “something creative”. What kind of work? What kind of team? What does a good week actually look like?

Second, define the non-negotiables.
Salary band. Flexibility. Culture. Growth. You can’t optimise for everything, so something has to lead.

Third, build a two-step path.
Most meaningful pivots don’t happen in one move. There’s usually a stepping stone. But the stepping stone can’t be the thing that drains you again.

Finally, stop relying on cold applications.
Especially in creative industries. Conversations, positioning, and a clear pitch matter far more than volume.

The real takeaway

Sam doesn’t need motivation. He needs clarity and structure.

Because staying on autopilot is also a decision. It just happens slowly, quietly, and comfortably enough that you don’t question it.

If you’ve been thinking, “This is fine… but it’s not it,” that’s worth paying attention to.

And if - like Sam - you want my help making 2026 the year your job stops being just a paycheck, then apply to work with me. 

Use the link below to find out whether the Creative Career Level Up is the right fit for you.