Don’t Tell Me You’re Passionate About Your Work

Posted by Shakirah Dawud in Marketing & Business

I’ve come to believe there is nothing so insincere as when people say they’re “paaa-shu-net” about their business. I watch the way the mouth forms the word and it makes me regret I had lunch. I am Not. Joking.

But a lot of business owners seem to feel the need to express they’re “people” with “real feelings,” and so head for the deep end of the emotions pool without a life jacket, to drown in passion. The worst part? Most of the time customers hear about a business’s “zeal for finance” before they see any evidence of it. And when they play along, they get nothing but a few snore-inducing conference calls–billed hourly–and an invoice.

Okay, so passion is good for business. It’s the bright, consuming heat that keeps us from sleeping until we’ve chosen exactly the right floor tiles, keeps us from eating until we’ve calculated the revenue necessary to pay for a yacht, and keeps us from noticing just about anything else. It gives us muscle tics when we take more than a few steps away from the office. It makes our tongues cramp from attempting to keep our mouths shut about it for an hour at a stretch. It’s what powers many a start-up. But it doesn’t last. When exhaustion sets in, those sleepless nights and lunchless days had better pan out, or the business won’t. And of course, we’re in search of a new adjective.

Here’s the thing: you don’t need to be passionate about your business–or pretend to be–in order for it to be among the best of its kind. Operate your business at the highest quality standards in all areas with ice-water in your veins and you’ll find it pads your pockets nicely. No fire in the belly required. There’s no shame in that, although “I’m content to just make money” doesn’t roll of the tongue as nicely.

If you truly are passionate about what you do… and it’s real estate… I’d like to make an appointment to meet you in your padded cell. But seriously, if you want your customers to know just how deeply you’ve invested not only time and money but heart and soul into your business, show them. Use emotional language in the right places (your “About” page is one). Incorporate graphics that aren’t stock. Leave an impression with them at meetings that leaves no doubt about your ability or your energy. You don’t have to be wild-eyed and intense. You don’t have to give the Complete Sob Story of Your Business. It’s a good idea to have a long track record of activities and events that showcase your love for the work without your having to come right out and say it. People will pick up on it.

If you’re totally unconvinced by everything above, let me tell you the best way to make the word passion glow: have it come from someone else. A testimonial comes from someone who’s experienced your professional energy firsthand, and it’s that experience your customers trust. So it’s best to save your breath.

Are you passionate about your work? Do you think it’s necessary to characterize yourself that way? How?

Photo Credit: Mish Sukharev, courtesy of Flickr; CC 2.0.

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