We spend a lot of time here at Sawtooth talking about what we find Irresistible. About people, about life, and about brands. “Enthusiasm, passion, and energy” come up in conversation time after time. I just can’t resist someone or something that is super excited about who they are, what they do, or even what they are offering. So when I encounter a person or a brand that shares this kind of enthusiasm, I am likely to respond in kind.

Today when I read Seth Godin’s blog it became very clear to me (things often become clear to me after reading Seth’s blog) why we find enthusiasm so attractive. For one thing, it’s energizing. And because the opposite—contempt—is so repulsive. A good reminder for humans and for brands that want to be Irresistible.