A couple of weeks ago, a social media consultant spent about 400 words explaining to his 2,800 Facebook friends why he is not going to write a particular book he has been thinking about, because he confesses he is not "passionate" about the subject.
"To do what I do as an author, I really need to become almost obsessed with the subject, and in terms of [this subject] ... all I feel is interested—and that is not enough."
And how does he expect we feel, reading about a book on a subject that he was not passionate enough to write?
Well never mind. Because yesterday, the consultant announced that he now has found a project that hardens the nipples of his intellect! Ready? "How contextual marketing can build trust and efficiency between buyers and sellers."
I'm not much for predicting the future, but I'm pretty sure our descendants will scratch their heads at the kinds of things that early 21st century businesspeople told one another they were "passionate" about. It'll be referred to as the "passion fashion," and it will look every bit as laughable as the 1970s trucker craze seems to those of us who remember it at all.