A few months ago, I started working with another cohort of brilliant startup founders. It was time for our individual sessions.
As usual, the founder came in, stood straight, and delivered his pitch in that stiff, formal “presentation mode.”
Either they think that’s how you’re supposed to present - with no emotions, all seriousness.
Or they’re just nervous.
(And honestly, this isn’t just founders - this happens with almost everyone I’ve coached.)
They finish the pitch.
We start chit-chatting.
I ask questions about their solution.
We dive into their Why.
And then the magic appears.
They suddenly light up.
Their voice lifts.
Their face opens.
And their energy shifts.
The passion pours out - and it’s contagious. Every. Single. Time.
I’m fortunate. Most founders I coach have been vetted before they reach me. I already know they have something interesting. But man… it’s a good thing I’m not made of money. Because when that passion hits? I’d probably invest in every single one of them. That’s how powerful it is.
And passion isn’t only contagious in investor pitches.
It’s Contagious Everywhere.
A few years ago, I worked with a startup with such an insane level of passion that when they closed their financing round and asked me to join… I said YES immediately.
No questions asked.
Didn’t ask my partner.
Didn’t ask about salary.
Didn’t even think twice.
Just YES.
Because a passionate leader is someone you follow.
Someone you want to work with.
Someone you want to build with.
Passion attracts passionate people - and that’s the real recipe for success.
The Passion Disconnect
But here’s the common problem:
Founders hide their passion - especially when it matters most.
I see it every day:
“They pitch like they’re reading a school assignment.”
“They get formal the moment an investor walks in.”
“They flatten themselves to look ‘professional.’”
“They talk to their team with zero emotional energy.”
There’s a clear pattern:
People think
professionalism = neutral tone + zero emotion.
But that’s backwards.
And here’s what most founders forget:
You need to show passion in every part of building your company.
In your pitch.
In your leadership.
In your team culture.
In your communication.
Everywhere.
Investors don’t invest in spreadsheets.
Teams don’t follow job titles.
Customers don’t follow features.
People follow fire.
The biggest mistake?
They believe passion is “unserious,” when in reality it’s the strongest signal of conviction, resilience, and leadership.
Lead With Passion, Not Perfection
Passion beats perfection - and I’ve seen it work over and over again.
Here are a few ways I’ve applied it in my business:
-
In coaching: I let founders feel how much I care.
(Most coaches stay “objective.”) -
In pitching: I tell founders to amplify their emotional connection to the problem.
(Others say “stick to the numbers.”) -
In leadership: I teach teams to speak with conviction, not caution.
(Corporate culture teaches the opposite.) -
In culture building: I push leaders to share their mission with fire.
(While everyone else relies on strategy decks.)
Why does this work?
Because passion creates engagement.
Because passion creates clarity.
Because passion creates movement.
Deciding Factor
I can’t even count how many times I have seen passion being the deciding factor in success.
Here’s what I’ve seen:
-
Teams with high passion survive pivots, crises, and chaos - while more “skilled” teams collapse.
-
Passionate founders attract talent even when they can’t compete on salary - because people want to follow purpose.
-
Investors remember the founders who speak with fire - not the ones who sound flat.
Passion-driven cultures move faster, own more responsibility, and solve problems creatively. -
Startups with passion outperform startups with process. Every time.
-
I’ve seen startups get funded entirely because the investor believed in the founders’ passion.
Why does this happen?
Because passion fuels resilience.
Because passion fuels ownership.
Because passion fuels innovation.
Every big win I’ve seen…
every turnaround…
every breakthrough…
It all traces back to the same thing:
A team that cares more than the average team.
The Bottom Line
Passion isn’t a “nice to have.”
It’s the engine of your leadership, your pitch, your team, and your culture.
The founders who win are the ones who dare to care out loud.
Let them feel your passion.
It’s your unfair advantage.
That's all for today.
If you found this helpful - feel free to share with others.
See you next week!