In his book EntreLeadership, Dave Ramsey makes an excellent point when he writes (from page 21):
Passion is so key in leading and creating excellence that I will hire passion over education or talent every time. I prefer to have both, but given a choice I will take passion. La Rouchefoucauld once said, 'The most untutored person with passion is more persuasive than the most eloquent without.'
Passion instills productive activity. A lack of passion results in passive, how-quick-can-this-day-be-over thinking. Given a choice between the two, I know which scenario I'd rather have in my company.
The take-away from this is two-fold. First, evaluate how deeply you care about your company and what you are doing. Make sure you have a deep care, and your passion will naturally and infectiously spread. Second, hire people who either already have that passion or who, once they learn more about your company, will get it.