Q: Can people be taught passion and purpose, or do you just need to recruit passionate, purposeful people?
A: You have to recruit them. You can’t teach people, no. People have to be genuinely passionate and understand your purpose, and so the recruiting process is the most important part. But in order to be clear and recruit the right people, your business has to be very clear about what its purpose is. Because people can’t be passionate without knowing what the purpose is. So if your business is just about square footage and leasing space and maximizing revenue, then you’re going to attract people who are just passionate about that. But if you have a greater purpose about living space and people finding happiness when they get the perfect workspace, and you engage people in that way and you start recruiting people based on that purpose, then you will attract the right people who will deliver on your brand promise. And that’s when you start building a brand that differentiates from others.
As I mention in Looptail, every one of us knows doctors who look at their work as a job. And everyone knows school janitors who they grew up with who looked at their job as a calling, taking care of kids. They were so happy doing what they did. And it doesn’t matter what you’re doing, it just matters on your mind-set of your purpose in life.