Examine what your true passion is and your short-term and long-term goals for it. Write down an ultimate goal and vision for yourself in the area that you want to work in. If you want to go to graduate school, you'll need to convince the admissions office that you have the passion and the drive to complete your degree. If it helps, make a list of pros and cons of getting a graduate degree, or make an outline of what you would be able to accomplish with our without a graduate degree.
Most often, students seek graduate degrees to advance or switch directions in their careers. Talk to your past professors or people you know in the profession you desire, and find exact ways that gaining the degree you want will help you advance. Keep in mind that a master's degree is essential specialized knowledge in a specific subject area. Look into the courses you would take as a graduate student, and decide whether you need all of this information to advance to the next level.
While graduate students do spend a large amount of time on homework and research, not all of your time will be spent in the library pouring over books. You need to have some secondary goals that go along with furthering your education. For example, networking with professionals in the area or taking the time to learn from your professors and faculty members who have been through your situation could be some of your main goals outside of studying. This is a great place to take into consideration the structure of the graduate program and the opportunities available to the students outside of the classroom.
Once you've identified your passion, why you need a graduate degree and your goals for your time spent in school, you need to identify what your personal goals are for gaining an advanced degree. The fact that it's required to advance in your career isn't enough here. You need to think about ways you will personally make a positive impact in your chosen field and why an advanced degree is necessary to do so.