Have you got any website words that set your teeth on edge? “Passionate” is one of mine, as in “we’re passionate about quality” (or about our work, our clients etc).
First, it’s over-used and doesn’t do anything to distinguish company A from company B. If everybody’s passionate about their work and their clients, where’s the unique selling point?
And second, I don’t think it’s appropriate. I love and am enthusiastic about my job and feel privileged to be a translator and editor. I care a lot about producing good-quality work for my clients and helping them communicate better.
I have loads of enthusiasms. But the one thing in life I’m really passionate about is my family. That’s it. (I’ve thought a lot about this and in the end decided that not even chocolate, shoes or G&T with lime qualified).
Jonathan Downie of Integrity Languages posted a tweet this morning which makes a similar point from a Christian perspective.
It’s all about perspective and degree.
By Marian Dougan