Apple has a passion to deliver the most amazing, innovative - and, in fact, I got criticized because in "Win," there are at least 10 references to what Steve Jobs has done, and Apple's done, in that my editor said it's too much. But Apple is a passionate company.
It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional. When we are happy, we are not [rational]. In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion is good; passion is good. Being into what we're into, provided that it's a healthy pursuit, it's a good thing.
The adjectives that are in the book ["Win"] - passion, persuasion, persistence, perfection, prioritization, being people-centered - none of them are as important as principles. Without principles, the language will fail.
FedEx is another company that's passionate. When it absolutely, positively has to get there is such a great, aspirational phrase. And FedEx used it for almost a decade to communicate the passion of delivering a package. The more passionate you are, the more successful you are.
