Every agency will claim to have passion. Passion for the agency they work for, passion for the clients you have and passion for the ones you’re keen to win.

Passion is the difference between a great idea, and a great idea that delivers results. A team member willing to go the extra mile because they want to and not because the agency contract included the sale of their soul.

Today TedX Manchester began with a forward by former Radio One journalist and XFM presenter Mary Anne Hobbs on how passion took her from Garstang to become one of the most influential music journalists in the UK.

From living in a bus for 12 months with a band and surviving on one bag of chips a day to begging editors to get her first break in writing.

Passion, often considered a puff word on a CV, is increasingly under valued and yet passion can transform the impossible dream into a living reality.