promote a passion for the craft rather than demanding a passion for the business. That is empowerment over chastisement. People who understand their craft are more likely to be enthusiastic about it, when people discover they can learn something new and become good at it, they are inspired; with any luck, even passionate.
When people are enthusiastic about what they do, and that boundless enthusiasm is backed by technique rather than unchecked madness, customers tend to love it too. And when that feeling of elation comes out of succeeding at a task or beating a competitor, chalk one up to a job well planed and well done, not for passion for the business.
Graphic from Creating Passionate Users
My own unsolicited advice? Read Denilson's full post, keep in mind his story about that goalkeeper's career, and enjoy being passionate (about something you can understand and can take away with you wherever you go).
Mmmm, I'm now scheduling a meeting with myself to review my latest career decisions. (Hi, M-the-sweet-hurricane! My being green with envy about your passion and focus on working on a radical career change also have lots to do with this meeting :-)