This is an archived blog from when I ran Conscious Public Relations Inc. from 2008-2018. Excuse the potential outdated-ness!

Tzeporah Berman never ceases to amaze me in her book, This Crazy Time:

Sometimes…we let our intellect get in the way and forget that our head and heart have to be aligned for us to be successful. It’s hard work, and you need to align with purpose, passion and values because that’s what we get out of it. God knows it’s not the salary. If you constantly force yourself into a place you shouldn’t be, you’ll burn out. If you’re doing a job that provides a great paycheque, security or benefits you need for your family, that’s a whole different thing. But that’s not why you do this work-even when there is a paycheque attached. You do this because you want to make a change in the world, and you want to feel part of something bigger. Regardless of how you think about an issue, if it’s not what you’re excited about, if it’s not what keeps you up at night, it’s not going to be your best work. Before choosing a campaign it’s always important to ‘find the juice’: what piece of it excites you? What it really comes down to is giving an honest answer to the question, What do you want to work on for the next couple of years?”

I’ve yet to work on any project that lasted a couple of years (except for recurring events), but I love that the book shows that some of her most impactful work on the world did take – and will continue to take – years of work. Passion is key.

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