38 CREATE THE STORY
has been.’ We’ve always tried to do that at Apple. Since the very,
very beginning. And we always will.”^24DIRECTOR’S NOTES
Dig deep to identify your true passion. Ask yourself,
“What am I really selling?” Here’s a hint: it’s not the
widget, but what the widget can do to improve the lives
of your customers. What you’re selling is the dream of a
better life. Once you identify your true passion, share it
with gusto. Develop a personal “passion statement.” In one sen-
tence, tell your prospects why you are genuinely excited
about working with them. Your passion statement will
be remembered long after your company’s mission
statement is forgotten. If you want to be an inspiring speaker but you are not
doing what you love, consider a change. After interview-
ing thousands of successful leaders, I can tell you that,
while it’s possible to be financially successful in a job
you hate, you will never be considered an inspiring com-
municator. Passion—a messianic zeal to make the world
a better place—makes all the difference.