„Please, I‘m NOT passionate“, said my client when we were working on the fundamentals of his professional existence. „Everybody is always passionate about everything. It sounds terrible. I’m just not.“ 

So, this is absolutely counterintuitive in a place like London. Because you pitch your business, all the time. You have to be crystal clear about what you offer and why people should choose you and your services (it’s mostly services). So you have to be concise, convincing, and, well … passionate.

Quite frankly, I‘m struggling with all this passion, as well. Even though I am an emotional person. And I do love my work. 

It is very hard to stand out as a business. There are so many others who do what you do. People who can give amazing evidence of how successful they are. People who really are awesome. So forget this uniqueness that you might have been striving for. 

But there’s one thing that you CAN do: find a more personalized wording. Don’t say what everyone says. Cut out all the buzzwords. 

„Numbers are my thing“, said my client and visibly relaxed. „Yeah“, I thought. "I believe you. I want to work with you. You're real."