The Power of Passion in Entrepreneurship
Bernie Swain, founder of the legendary Washington Speaker's Bureau, built an industry-leading enterprise by prioritizing passion above all else. Representing luminaries from Colin Powell to Ronald Reagan, Swain's journey from humble beginnings to the top of his field wasn't straightforward. His success, he explains, was fueled by a core belief: "The important thing is to have passion to be good at what you’re doing. We are all going to face adversity. The only way to overcome is to have passion to overcome it.”
Swain’s leadership philosophy focuses on empowering others. “Put other people first—my speakers and my employees come first,” he advises. "Leadership is not about making the decisions and telling them how to do it. Set a moral standard and guidelines and give people the freedom to grow and strengthen themselves.”
Here are five keys from Bernie Swain on how to follow your passion and build a meaningful career.
1. Don’t Take No for an Answer
In a marketplace full of choices, you must create a new reason for clients to say "yes." Swain started his bureau with little experience and faced constant rejection for a year. His turning point came when he offered his services to Steve Bell, then an anchor for Good Morning America.
Instead of a standard contract, Swain shook Bell’s hand, sealing the deal on trust. This "mistake" became a defining moment. Others were attracted to the non-contract option, and the business began to grow because Swain refused to give up, instead finding a new path to a "yes."
2. Flip Your Marketing Plan Upside Down
To stand out, you must be different. Swain advises against worrying about the competition because the goal is not to emulate them. He differentiated his company through completely unconventional thinking.
His innovative approach involved convincing Steve Bell to do a free speech. At the time, this was unheard of. Swain secured a free ballroom from a hotel in exchange for the publicity, and 600 people attended. The event was a massive success, landing Bell seven paid engagements by the end of the night.
3. Learn from Others, Then Teach Others
Every interaction is an opportunity to learn. Swain absorbed knowledge from the many esteemed people he represented over the years. Now, he is passionate about passing on those lessons.
In his book, What Made Me Who I Am, Swain shares the personal turning points of 34 individuals he represented. He focuses on their personal lives and humble beginnings, allowing readers to see themselves in these stories of overcoming adversity.
4. Take a Risk
Significant rewards require taking significant risks. Swain’s biggest breakthrough was booking former President Ronald Reagan, an opportunity that seemed almost unattainable. Competing against 30 other agencies, the Washington Speakers Bureau was an underdog.
When they won the business, Swain learned President Reagan had intentionally chosen them. Though they were less experienced, Reagan believed in their principles and wanted to give the new company a chance. This taught Swain a powerful lesson: "We need to live by our principles and guidelines."
5. Foster Honesty and Trust
As a business grows, the simple power of a handshake—and the trust it represents—must never be forgotten. Clients are not just buying a service; they are buying a relationship with you.
A pivotal moment for Swain was when Notre Dame coach Lou Holtz, after initially declining representation, sent a letter agreeing on one condition: "I’ll do this if I can trust you." That single word, "trust," became a guiding principle for Swain, reminding him to focus on honesty and integrity and never lose sight of the aspirations that started him on his path.