Passion sells the product

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“You either have a tremendous love for what you do, and passion for it, or you don't,” Schultz told me. “So whether I'm talking to a barista, a customer, or investor, I really communicate how I feel about our company, our mission, and our values. I've said this for 20 years — it's our collective passion that provides a competitive advantage in the marketplace, because we love what we do, and we're inspired to do it better. When you're around people who share a collective passion around a common purpose, there's no telling what you can do.”

Contemporary audiences — not to mention employees — are hungry for people who show an unbridled passion for what they do. At its core, passion simply means this: Reaching the hearts of your listeners by identifying a deep emotional connection to your story and sharing that enthusiasm with your audience.

For Schultz, it's the story of how his father was laid up after an accident with no insurance or safety net. He reminds employees that the same thing won't happen to them. It forms the backbone of the Starbucks Bean Stock program, whereby even part-time workers get full health benefits. His stirring defense of the program convinced a skeptical board to implement it, even when they thought it might cost too much. It actually wound up saving the company money, as it dramatically reduced turnover.

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Emotional rapport
At this point, some of you might be saying, “My passion is to get rich.” Fine. But I'm urging you to dig deeper. You see, I've personally met and interviewed several entrepreneurs who have joined the billionaires club. I've watched them address staff, customers, and investors. Not once did they ever discuss how much joy they get out of being wealthy. Instead, they build an emotional rapport with their listeners by sharing their connection to the topic — their passion — through personal stories, anecdotes, and examples.

Now ask yourself, “What's my connection to my message?” If you're a financial planner, is it to help your customers avoid the painful debt you saw your parents fall into? It is for Suze Orman, who tapped into that passion to fuel her success as an author and television host. If you sell networking hardware, is your passion fueled by the desire to change the way the world lives, works, plays, and learns? It is for Cisco Systems CEO John Chambers, whose passionate vision of the future has earned him a spot as one of the most admired chief executives in corporate America.

If you manage a coffee shop or restaurant, is your passion to create a welcoming “third place” between home and work for your customers to enjoy? It is for Howard Schultz, whose passion has literally changed the daily habits of millions of people around the world. So whether you're addressing an audience of 1 or 1,000, reveal your passion by identifying and sharing your personal connection to your company message. It will set you apart as a speaker.

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