I like when people get excited about the business:
To be a winner, you have to believe. No, not just believe. If you’re going to win, you have to totally and completely give yourself over to the cause of your client. You’re not a shill. You’re a communicator. You’re not selling…or even simply entertaining. You’re showing people how to improve their lives. Ultimately, the client’s product is the answer. It’s up to you to find the right question and frame it like Michelangelo would.
Precisely because one’s attitude has an impact on the work, it is important to believe and to be positive. I haven’t always done this. But it’s something one can learn, so there’s always hope.