Back to your point, I completely agree with you, and it is a real shame. Passion for me has always been a term that has differentiated one person from another. I would much rather work alongside somebody with real passion for their subject than somebody who “knows their stuff”. It is upsetting to see it get diluted.

I guess part of it is the genius of social media, there were probably always hundreds of people out there claiming to be passionate about things they don’t really care about. The difference now is that they can connect directly with you.

However I once enjoyed a wonderful evening with a (now) friend who owns a company that makes spoons in the north of England. When we first met the idea of the evening was less than exciting, having spent a couple of hours with him I can truly say he is passionate about the topic to the point of being inspiring.

Since then I’ve had an “each to their own” attitude towards people’s passions.

You never know, there may well be somebody out there somewhere who is genuinely passionate about search engine optimisation.

For example:

- we love search engine optimisation
- we’re excited to sell you real estate
- our hearts are irrigated with glee at the thought of providing first class CRM

But seriously, I’d reach for the thesaurus and choose a word you haven’t already seen one hundred thousand times