For those old enough, we know that these were the famous words used by Ronald Regan (except the word was ‘Economy’ not ‘Passion’) but the result is the same.

As a business owner who has advised a few thousand businesses, it ceases to amaze me what passion can do. I have seen business models that I think simply cannot work, but somehow they do. Then, I see a great business idea but it just dies. Why is that?

Business owners that have a passion for what they are doing tend to make more money and are successful. If you do it just for money, you may be successful but you will not be fulfilled.

I know when I work with my clients that I am changing lives. I am extremely passionate about this because I know what a difference it makes to them and their families.

So let’s play a guessing game.

A number of years ago, a nephew of mine went to India and spent time in an ashram. There was an orphaned child there who had lost her parents to cancer. Her aim in life was to become a cancer specialist. Reality is the child will never become one, but let’s say on the off chance she did. Do you think there might be a chance that she would fight harder, look for more answers, try to do that extra bit more, compared to someone who got to become a cancer specialist because the money was good?

If that was a bit rough for you let’s try weight loss. Everybody wants to lose weight, right? Even I want to lose a few kilos.

So two people start a weight loss business. One knows friends and family or even the general public that have had health problems due to being overweight. The other person operates the business just for money. Which one do you think is likely to be successful? Which one will resonate with their customers more? Which one, if you were the customer, would you want to be with?

You already know the answer. Passion will fuel you. Have you ever wondered how it is that certain businesses, even when they are really down and everybody including their well paid advisors tell them to shut down, they somehow keep going and succeed? Without passion, we stop when things go bad.

Passion on its own, will not give you success or money. But it will help.

So, if you’re choosing between which businesses to start, or what products to launch, choose the one which lights your passion. Because when things go wrong -- expect that they will as you will be going through tough times, your passion is the factor that will help you keep going to see the light at the end of the tunnel.