There is something remarkably addictive about passion despite context.

You can get completely absorbed in content if it is presented with genuine, unfiltered enthusiasm from its creator. What’s phenomenal is that you don’t need the slightest pre-existing interest in the subject matter for this to happen. While plenty of people create content within established niches, the creators who truly stand out are the rare ones who captivate audiences purely through the magnetic energy of their presentation.

The age of TikTok and YouTube Reels has only reinforced this. I’ll be the first to admit I’ve fallen down incredible rabbit holes exploring topics I normally wouldn’t care about, simply because the creator loved it so much that it was contagious. We are wired to connect through the joy of others – to the point where their excitement sparks our own.

Francis Bourgeois is the epitome of this. I have only a passing, aesthetic interest in trains. Sure, like most people, I think a heritage steam engine puffing through the hills looks cool, but I would never go trainspotting, nor do I care about specific makes, models, or timetables. An inner-city commuter train arriving at a platform is just everyday public transit to me.
Yet five seconds into a clip from Francis, you suddenly wonder if you too love trains. It doesn’t take long to get swept up in his world, watching someone experience pure, unadulterated euphoria just watching a locomotive thunder past.The same applies across any niche – whether it’s cars, woodworking, cooking, or obscure history. Even if you have zero natural interest in the skill they’ve spent a lifetime honing, the sheer passion draws you in if they’re genuine.

The same applies across any niche – whether it’s cars, woodworking, cooking, or obscure history. Even if you have zero natural interest in the skill they’ve spent a lifetime honing, the sheer passion draws you in if they’re genuine.

That distinction matters in a world flooded with mass-produced media.

Creators spend so much time stressing over algorithms, broad themes, and whether an audience exists. But on the flip side, if you bring enough uninhibited joy to what you do, you captivate people simply through the act of enjoying yourself. I felt the exact same way watching Jacob Collier recently. His deep theoretical grasp of music and the pure ecstasy he feels arranging harmony and sound is mesmerising, regardless of whether you even like the specific track he is playing.

Topics and themes will always be trumped by raw passion. We find joy in genuine connection, and watching someone passionately express their craft is ten times more compelling than the subject matter itself.