Passion 

Best of all, you can't fake it. Almost anyone, with only a bit of intuitiveness, can spot the charlatan. We can smell the lying wolf. We can sense a lack of sincerity, authenticity and depth. We can inhale the bitter, infectious dryness of the imposter's soul.

That's precisely why passion is a powerful litmus in determining the authenticity of an individual, an organization, a product or service. It supersedes the allure of expensive clothing and luxury vehicles. It makes transparent the hyperbole of the marketing gnomes and branding banshees.

Many men and women run from personal and professional passion because they're afraid of being burned. Past relationships that ended in searing pain. Trusts and confidences that were betrayed. Risk that lead to reprimand. Grand visions that suffocated beneath the heavy pillows of nays sayers, soulless logic and overzealous egos.

Consequently, they're afraid of taking the risks that come with living life to its fullest. Most people have touched the fringes of true passion, if only for the briefest moments, at the most unexpected junctures in their lives. They've inhaled the aroma of chance and caressed themselves with the rich lather of genuine affection.