Re: the passion question - go back to your positioning statement. What is it you want the AdCom to take away from your application? That you are a really friendly, helpful guy? Then you might be passionate about being big brother volunteer. That you are a hard-core risk-taker investment guy? So maybe you love rock-climbing. Without a harness. Take this question as an opportunity to show them a side of you that you want them to see, and share something that sets you apart. It might even be better not to write about work, if most of your application so far has been work-related. Also, when deciding what to write about, you obviously shouldn't make anything up.
Re: how much to coach your recos - that's up to you. I think it's a good idea to give them an outline of your story, and you might mention that Innovation X (sounds like a new sex toy to me) was something that you discussed in your essays. But they might have something way more important to talk about, or innovation may not play into the recommendation requirements. You don't need to be in lock-step with them, and if you and your recos all tell the same two or three stories, you might come off as being fairly limited in your experiences. Of course, you don't want them to contradict you, either. So I guess my opinion is that they don't have to mention it, provided they have something else to talk about. But they also shouldn't say that you can't innovate for crap.
And here's my disclaimer - obviously, these are my opinions, based on what I've read here and in other places. I haven't been admitted anywhere, but at the same time, unless you work at Haas admissions, I think it's pretty impossible to say that you've got the right answers. This stuff is all very subjective and rarely black and white. And I hope we are all smart enough to take this information with a grain of salt and use our own good common sense. This advice is free, and it sure as hell isn't guaranteed.
Good luck with your app and keep us posted.