Your Passion, Your Business, Your Website: How They All Connect

Your passion, your business, your website

Your website should be a seamless extension of your business, showing the passion and drive that your business has… that started with you! Many times in the rough and tumble of business it is easy to forget the connection that will fuel a dynamic website. Let’s walk through a simple exercise to refocus on the flame that should be burning brightly. Pull out a notepad so you can work through the exercise.

Your Passion

Passion = The inner flame that defines and drives all that you do. What experiences in your life bring color and energy? Why do you get out of bed and jump back into the grind of your business?

Stop and Define — Take a few moments to stop and define your passion in at least 3 words/phrases.

Passion = Experience!

Experience … language. Re-calibrate your vocabulary. Learn to speak in color. Add verbs! adjectives! and adverbs! to your life.

Experience … “life”. Starbucks does not sell coffee! It sells a way of life! So, What do you sell?

Experience … your job. Dust off your job description! What energy, color, and experience do you bring?

Passion & Your Business

Do you sell a product or service? Or do you sell an experience? Tom Peters does an amazing job of defining how things should be if your passion is burning correctly in your business.

In his book “Design”, we find the following:

Tom Peters Book "Design"“The power of the “dream” idea was revealed to me when I was fortunate enough to sit in on a presentation in Mexico City by former Ferrari North America SEO Gian Luigi Longinotti-Buitoni. Dreams are his shtick.

Dream Products.
Dream fulfillment.
Dream marketing.
Dream provision.

Consider … very carefully … the following statement by Mr. Longinotti-Buitoni: “A dream is a complete moment in the life of a client. Important experiences that tempt the client to commit substantial resources. The essence of the desires of the consumer. The opportunity to help clients become what they want to be.”
What marvelous words! “Complete the moment.” “Tempt.” “Commit.” “Essence.” “Desires.” And, summing it all up: “the opportunity to help clients become what they want to be.” p.104


Further talking about Longinotti-Buitoni, Tom Peters shares the following:

“Longinotti-Buitoni preaches “marketing of dreams” — an idea that he compresses into a word of his own coinage: dreamketing. It’s rather klutzy, especially when applied to such an aesthetically rich topic. Nonetheless, I find myself reeled in by it.
Dreamketing: Touching the client’s dreams.
Dreamketing: The art of telling stories and entertaining.
Dreamketing: Promoting the dream, not the product.
Dreamketing: Building the brand around the Main Dream.
Dreamketing: Building “buzz,” “hype,” a “cult.”


So, do you sell a common product or service? Or, do you sell a dream product or service? I invite you to dive into a “Dream” exercise and re-imagine! What does your business look like as a dream product or service?

Stop and Define — Take a few moments to stop and define your business in at least 3 words/phrases.

Your business… is simply putting your passion to work!

Your Website

Take the passion that drives your business and allow it to become the principle that drives your website.

Exercise — With the thoughts above and the two exercises we’ve done, pull up your website and take a look. Do you sell a common product or service? Do the words you use on your site tie into your passion and the passion of your business? Are you touching clients’ dreams?


Your Online Partner… for Success

Ready to take your website to the next level? We’re passionate about bringing your passion out on your website. We’re offering a free 30-minute session to explore ways to up-level your site.

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