Review: Passion in craftsmanship - the Austrian spirit of craftsmanship
On June 11, 2025, the results of the study "Passion in Craft - the Austrian Craft Spirit" were presented in the historic roof truss of St. Stephen's Cathedral in Vienna.
Prof. Dr. Reinhard Kainz, himself co-author of the study, moderated the event and, in his introduction, drew a line from the research questions to the practical relevance of the "spirit of craftsmanship". The cathedral's landlord, master builder Arch. Dipl. Ing. Wolfgang Zehetner, expressly acknowledged the results in his opening remarks and emphasized that he sees himself "above all as a passionate craftsman". Renate Scheichelbauer-Schuster, Vice-President of the IAGF and former head of the division, made a significant contribution to financing the study thanks to her network and her persuasive work and reaffirmed her clear commitment to the results of the study with the words - "Craftsmanship is a living cosmos of values that combines masterly skill, social competence and responsibility for the environment and future generations". At her side, the new division chairman Manfred Denk also clearly acknowledged the results and motivated the more than 70 invited guests, mainly craftspeople who had taken part in the qualitative interviews, to develop ideas and concepts on how to make the "Austrian craftsmanship spirit" more visible in society and politics and how to strengthen it.
Prof. Dr. Radwan Kharabsheh opened the content section with an inspiring introduction to the multi-layered role of passion in craftsmanship and showed how the importance of the heart has been seen historically in the heart-hand-brain tangent. The visually impressive presentation of the results by DI Heidrun Bichler-Ripfel, which culminated in a large-format heart illustration, made the dimensions of passion - emotion, identification and drive, combined with a comprehensive set of craft values - tangible for the first time and made the complexity of the Austrian craft spirit tangible.
Why passion in craftsmanship?
What does it really mean to be a passionate craftsman or woman? Is it just about enthusiasm for what you do, the joy of designing and creating? Or is there more to it - perseverance, patience, persistence and the strength to overcome setbacks? This study is dedicated to the often romanticized, but rarely considered in depth, question of the true meaning of passion in craftsmanship.
It shows that passion goes far beyond an emotional fire. It is a process that arises with growing craftsmanship, personal attitudes and inner conviction - a combination of heart, hand and brain that gives meaning to daily activities. Passion is not understood here as a short-term drive, but as a lasting inner attitude that turns craftsmanship into a vocation. The focus is on the people behind the craft: their motivations, their everyday lives, their relationship to materials, technology and customers.
The study asks how this passion is reflected in products and services, whether it is visible - or whether it works quietly in the background and yet permeates everything. It becomes clear that passion is not just an add-on, but an essential component of quality, identity and sustainability in the skilled crafts sector. It combines tradition with innovation, regionality with individuality - and gives craftsmanship a cultural and economic significance that goes far beyond the material.
Three basic dimensions of passion
The analysis of 37 guided individual interviews with entrepreneurs from 16 different trades and a supplementary focus group condenses the extensive material into three basic dimensions of passion:
- Passion as a positive emotion - joy and enthusiasm at work
- Passion as a bond to the company and identity - the close connection between person and company creates meaning and responsibility.
- Passion as a driving force - perseverance, determination and the ability to overcome obstacles.
Expanded value dimensions - the "Austrian craftsmanship spirit"
Further characteristics and sources of passion could be concretized in the interviews, which represent the values of the craft and are closely interwoven with the basic dimensions:
- Master craftsmanship - perfection, knowledge of materials, sustainability.
- Innovation through creativity - daring to try new things, refining old techniques.
- Personal relationship with the product - "A unique piece that tells a story." (Interview quote)
- Knowledge transfer and dual training - a living apprenticeship culture as the bearer of the fire.
- Social responsibility - towards customers and employees.
- Region, culture and tradition - rootedness as a source of innovation.
- Sustainability and environmental protection - reparability and resource awareness.
- Community of craftspeople - cooperation, mutual support.
- Independence - freedom, creative power, responsibility.
Together, these values form the "Austrian Craftsmanship Spirit" outlined for the first time in the study, a model that combines tradition and sustainability.
Relevance for the EU project and the economy
The Austrian analysis is being incorporated into the EU project "Old Labor Virtues for the Working World of Tomorrow". Based on the qualitatively collected values, a digital training tool is currently being developed to help small and medium-sized companies to make passion visible, cultivate it and pass it on to young skilled workers.