Passion and your message

I'm just back from vacation and ready to plunge into a new pile of work. And what strikes me most about the projects on my plate right now? While the goals may be different, these are companies, institutions and entrepreneurs who are passionate about what they're offering to the marketplace. Now, that's generally true because those are the folks I tend to want to work with. But in this case, it is doubly true.

They stand for something. They believe in it. They speak to it with ease and with real connection. In these cases, the somethings they stand for happen to matter to me personally. But that is almost beside the point (since I'm not the target market).

Authenticity -- being who you are -- goes into overdrive when it's coupled by a real passion for what you do. So if it's not immediately evident to you what that is or why your company is doing it, it's time to dig a little deeper. Dust off the core values statement if you must. Go back to the mission. Just get right to the heart of why it is you're offering what you're offering.

This is how you build a stronger message. It's how you connect and communicate. It's how you position yourself more effectively.

Try it. I'd love to hear what you come up with.