Swimming pool filters. Mobile technology. All-terrain tires. These days, it appears no subject is too mundane to be the recipient of one’s passion. A word once suggestive of open-mouth kissing and flinging panties is now screamed at us in boldface from every website, corporate mission statement and billboard from Olympia to Orlando.
“Passionate” is the frozen dinner of marketing, a tasteless hockey puck we toss in the oven when we don’t have time to come up with something from scratch. So let’s make a deal. The next time one of us feels the urge to tell people what we or our company is passionate about, we’ll take a deep breath, re-watch this bit from the disarming David Mitchell, and make the time to put that passion into words that don’t crib from hourly motel rooms and Danielle Steel novels.