“Passion” generally takes the backseat to “Promotion” – it is just way easier to promote than to build your messaging around Passion. The path of least resistance is of course, least resistant.
Take, for example, the normal Business Owner started or came into their business because of this very reason – they were passionate about what they were offering. It’s still there – just not shared freely with their current and prospective audiences. When I consult with companies, I don’t hunt down the brightest and smartest people in the company. Nope, I look for those with the most passion. They are the only ones that can truly answer the “Why” question…
When you are in the business I am in – helping companies build an integrated “Engagement Strategy” – this is the key ingredient. Without it, the company’s path of least resistance will be promoting themselves, talking about how great they are, “pimping” their products and services, and doing a host of other activities that actually drive their desired audience away from them on both the social and non-social channels.
I leave you with one question to answer for yourself and you decide. If you interact with a company where you feel their people and leadership isn’t passionate about what they do and why they exist, “Is there any reason to build a relationship and not think of them as a commodity and beat them up on price?” Don’t think so. And one final note – people don’t spread Word-of-Mouth about you when they don’t feel you are passionate about what you do…
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