I recently read this description of a cheesecake in Don DeLillo’s novel Underworld and it’s really stuck with me:  

“The cheesecake was smooth and lush, with the personality of a warm and well-to-do uncle who knows a hundred dirty jokes and will die of sexual exertions in the arms of his mistress.” 

Sure, we can’t really get away with writing something that graphic. But, it’s a good reminder of the passion and sensations we all associate with the food’s we love. Sometimes that gets lost as we worry about what consumers will think or try to write by committee. 

So what’s my thought here? Don’t be forget to be passionate about what you’re selling/marketing/producing. And, if you can’t muster that heat, get out of the kitchen. Now, if you’ll excuse me, I have an 800-page epic to get back to.