Mr. Passion
While relaxing poolside during a recent trip to Miami, I happened to strike up a conversation with a group of guys who were in the lounge chairs next to me. Knowing nothing more about them other than that they were from Toronto, I inquired as to what each of them did for a living.
One guy, Jim, said he was a banker. Another guy, Ron, a real estate broker. When I turned toward the third guy, Ken, he stared back at me with absolutely no facial expression or response. I further inquired, “So Ken, how about you? What do you do?” With the enthusiasm of a dial tone, Ken responded, “I’m a lawyer.” I replied, “Oh, I work in the legal field too, what a coincidence. How do you like it?” Ken’s response? “I absolutely hate it, but it pays the bills.” His passion underwhelmed me.
I quickly changed the subject to something more lighthearted, but couldn’t stop thinking about the conversation.
Although none of us were at the pool with the intent to do business, I couldn’t help but think Ken had missed an opportunity to brand himself. After all, and especially as a service provider, one never knows from where the next client may come.
Ken could have told me about his firm (apparently it’s one of the largest in all of Canada) or its areas of practice. He could have told me about his clients or the type of deals he does for them. He even could have told me about some of his fellow colleagues and the client service they provide. But he didn’t.
That same evening, I dined at a local steakhouse, Prime 112, that came highly recommended. I was greeted by the server who introduced himself as John, welcomed me to the restaurant, and asked if it was my first time dining with them. After learning that it was, John took a minute to give me a brief overview of the menu and make suggestions as to some of the more popular dishes–on and off the menu. He went into detail as to how the food was prepared, the freshness of the ingredients used, how it would be served, and what other patrons had said about it. He would make comments like, “You absolutely have to try to the different homemade breads in the basket on the table, but I suggest just a nibble so you’ll have room to try more stuff.”
John’s passion for his product was demonstrated in his words and actions. It was clear that he believed in it, and wanted nothing more than for me to experience it.
One’s career choice is a significant aspect of a personal brand. It provides those with whom you interact a window into who you are as a human being. If you are not passionate about what you do for a living, how can you expect someone else to hire you?
When I think of Miami, I will always remember both Ken and John. The difference? John could have sold me the London Bridge.
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Jonathan, love this post…am now pondering the importance of integrating who you are in every aspect of your life. If you introduce your profession with so little enthusiasm, then you’ve put nothing of yourself into it — which is sad, given that you invest so much time into your career. A lawyer on vacation is still a lawyer, and should find a way to “show up” in every conversation (or find a new career!).
Bingo! This is so true. When we hear people speak with passion we go along for the ride. They can get us excited about things we didn’t know we cared about. I have seen this time and time again. Sadly the reverse is true as well. A recent observation- two webinars in one week. The first guy was outgoing, warm and inviting. He convinced me his product was magic. The second guy had no personality and his lack of passion was contagious. When I was done with the webiner, I actually no longer wanted his product. Timely post.
This post hits home in a number of ways Jonathan. I can’t tell you how many times I have met lawyers in a social setting that when I asked them what they do for a living they replied, with head down, looking at their shoes, “I’m a lawyer” almost as if they were apologizing to me for their career path.
Lawyers need to work more on their personal and firm elevator speeches so that they may better serve as brand ambassadors for their firm as well as their own practice. Successful lawyers that can do this well tend to be good rainmakers and they have found that in these types of situations that more people will want to talk to them about what they do, as opposed to asking what they thought about the hors d’oeuvres!
Agreed. In the history of business, great deals have come from random encounters, fueled by a robust exchange of ideas. If one is connected to and inspired by their work, business development is greatly facilitated. And I know execs who have hired waiters into their companies because of their enthusiasm and client service. Good post!
Great post Jonathan. I often tell my clients, if you don’t look out for your brand, your customers won’t either. This applies to both personal brands as well as corporate brands. If they’re not in sync, you’ve got a brand problem. Keep the great posts coming!
How true. It doesn”t matter what business you’re in, your passion is what sells it. We make decisions emotionally and then back up our decisions with intellectual thought. John intuitively understood this crticial concept. But the London Bridge? You’re too easy!