Every brand loves a lover.

I will not fall in love. I will not fall in love.

This time, I will not fall in love.

I repeat these six words at the beginning of every project I accept.

But I am doomed from the start because of what I just said.

At this point in my career, I only accept projects I believe in.

For me, there has to be a there, there.

So, good guess that if we are working together, I’m about to fall in love.

Again

I believe that being passionate about the work is the only way to make it successful.

“You have to take it personally,” writes Adam Morgan author of The Pirate Inside – one of my favorite books on branding. “You have to be able to align yourself emotionally to the task facing the brand. Because you care about the brand and what it stands for…You may not own the brand – and you may not be the target audience…but unless you can take the brand personally, it probably will not get the fight and spirit from you that it needs to succeed.”

Amen to that.

Sometimes you’re attracted to a particular project because it complements your way of seeing the world.

Sometimes you see its potential to change the world. You believe what you are doing is exciting and important.

Sometimes it’s the pure and simple rush of doing something goose-bump worthy. Like solving a wicked-hard problem.

But if you don’t give a shit about the brand – or what it stands for – the work will likely be shitty.

When it becomes a chore. The work will be a bore.

Alternatively, when you fall in love with the work, you develop standards and will fight for what you believe is right for the brand.

Down to the last detail – even if everyone else thinks you’re absolutely nuts.

You have a higher propensity to make what needs to happen, happen.

Love gives you energy. Keeps you focused.

I poured my heart into Origins. Coveted every word I wrote, every idea I proposed. And like a great lover, my love was returned.

Sometimes your heart will be broken. As mine was when GeoGirl was cyberbullied. And Walmart bailed on it.

Or when Jane Cosmetics was adopted by an unloving parent who didn’t understand teens. And had no passion for the mass market.

Sure, sometimes love can blind you. And you can miss the faults in the idea. We all need to exercise some Tough Love from time to time.

Of course, I wear my heart on my sleeve and am guilty of going to the mat for an idea I love again. And again. Hey, nobody’s perfect.

So, I suggest that you love the work you do. Deeply.  And passionately.

Or don’t do it.

Pollyanna?  You’re damn straight I am.  But I won’t work any other way.

Fall in love. Because if you do, as they say – you will never work a day in your life.

Love, always. Robin