Passion is probably the most worn-out word in our great start-up culture. My favourite comment on this particular linguistic occupational overuse syndrome comes from award-winning magazine editor David Hepworth:

“If you wanted to fly somewhere and were offered a choice between one pilot who was capable and another who was immensely passionate about every aspect of flying, surely you’d choose the former rather than the latter? Feeling strongly about something doesn’t make you do it any better. It may well make you do it worse.”

Note that I have rather lazily afforded Mr. Hepworth some gravitas by describing him as an ‘award-winning’ magazine editor (he is). How much more useful is it, in this context, to introduce him by referring to his achievements rather than his emotions? If I had written ‘angry magazine editor’ or ‘cheerful magazine editor’ it wouldn’t have won you over. ‘Award-winning’ implies some basic level of competence.

When someone says to me that they’re passionate about social media, or even worse, passionate about their business, my eyes glaze over. If you enjoy your work or you believe in your idea that should come across quite naturally as you tell your story. I want to have faith in you too and I need to know that you can deliver. As our award-winning magazine editor suggests being a hot-blood is not always a desirable trait, having a cool head nearly always is.

Tell me what you’ve done and the battles you won and let me be the judge of your passion. Just don’t use that word to describe yourself, it’s exhausted.