A speaker argues everyone needs one guiding word that shapes decisions and defines their brand. He uses Cheerios' "Smile" as an example of how a single word can streamline marketing and hiring. Without this core value, he says, you'll struggle to find happiness and success.
Smile. So I'm a big believer in finding your one word. I believe there's one word that connects everything in your past and connects who you are. If you think about the movies you like to watch, the books you like to read, the friends you like to hang out with, the jobs you've had, the companies you've worked for, there's a common thread that connects all of them. And for me, it's believe. And when you find that one word, every decision that you have to make in your life and in your business becomes a lot easier. So once, uh, so I'm here in Orlando, uh, different background than usual, uh, obviously really sick as you can tell. I went to buy, uh, some breakfast and I picked up a box of Cheerios. And what made me smile when I bought this box was this. So this is the front of the box and this is the back of the box. Now how often have you seen a back of a Cheerio box So simple and so easy to understand. Usually the backs of the boxes are filled with crap. Tons of crap. Here it just says "Smile." This is a great campaign for Cheerios because we understand what they're about. We know you sell food, right? Like, that's not— people don't care what it is that you sell, yet people want to know who it is that you are and what you stand for. And Cheerios stands for smile. Now how does that make it easy for Cheerios? It's easy for me to talk about them. Hey, I'm making this video about them, right? I'm already spreading their message. I'm smiling. I'm spreading a smile message. It's easy for their marketing. If they're coming up with campaigns for what to share on Facebook, what to put in their newsletter, the right stories to tell, it should be all about making people smile, right? If they're thinking about hiring new people on their team, they're thinking about bringing on a new supplier, a new ad agency, it should be somebody who makes them smile, right? If you don't like to smile, you shouldn't be a good fit to go work at Cheerios. It's just not the right company for you to work at. And it helps make your decisions easier. I love this box. It makes me smile. I want you to find your word. I want you to find your word and start to really incorporate it into everything that you do. I find some people are really resistant at the start. Like, I don't know how to find my word. I don't know what my word is. Or they do find it, but they're like, I don't know how to incorporate it. I don't know what to do. But a lot of times people just pick it up and run with it. They start seeing amazing results. When you don't know what your word is, or when you don't live your word, that's the path to unhappiness. That's the path to not achieving success. It doesn't matter what product or service you sell, right? Service— sorry, smile. Smile is not a product. It's not a service. It's a value, right? It's something that Cheerios stands for. They could sell anything, right? I sell Unbeliev, right? I help entrepreneurs, but I could be doing anything else. So find your one word, embrace it, incorporate it into everything that you do, and you'll have a lot more success. Believe. If you guys like this video, please give it a thumbs up below. Let me know what you think in the comments. If you think I should do more voices— more videos when I'm sick, leave it below too. And click on my face to subscribe to the channel. Thank you so much, and I'll see you soon.
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