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July 28, 2008

Passion and Preparation, Part Dos

Jaimy Szymanski | Brand TalkIn response to B’s post below regarding the importance of both passion and preparation, I had a similar experience a couple of weeks ago when interviewing a woman about her business.

I had set up the interview a week in advance, giving plenty of time to prepare and “get her head in the game.” The interview was meant to glean some inspiring information about her company to use in an upcoming feature story.

I provide a brief, paraphrased synopsis of the majority of the interview below:

Me: Tell me a bit more about your service offerings – it sounds like you guys are doing very innovative things and really differentiating yourself in the marketplace.

Woman: Oh, you can just go to our Website for those things … under the capabilities tab.

Me: (Seriously?) Okay, I will do that.

Me: How would you define ‘innovation’ as a key element of your business?

Woman: What do you mean?

Me: Well, I’m just curious as to how you individually would define innovation, as the founder of the company and overarching thought leader.

Woman: *Provides me with the most canned answer possible, perhaps reading it from her Website or a cue card held diligently by her assistant* Does that work for you?

Me: Sure, I was just –

Woman, interrupting: Well actually I’ll just have our office manager send you over an overview of the company that answers what innovation means to us and some more information about things.

Me: (Eyes rolling) Okay, sounds good.

-End scene-

Obviously, this is not how I expected the interview would go. I thought a company spotlight article would be reason enough to ensure her passion would be communicated to its fullest and her dutiful preparations would shine bright. I was left unimpressed and unmotivated to write …. well, anything about the company.

This just goes to show how important, if not vital, showcasing passion for your company, occupation, life in general is. If you don’t have it, don’t expect others to. In the end, I did write the company’s story, making both the woman and her staff sound inspired and passionate in their efforts.

Because, everyone gets one. Two? I don’t think so.