Evan Carmichael argues that picking one word to define your business simplifies every decision, from hiring to content to product direction. A woman uses "empathy," a travel agent uses "experience." The word becomes a hashtag others can share and remember.
We've gone through these slides, okay? Right? You have one word: equality, freedom, heart, innovation, entertain, believe. I wanted to share this one slide. These are from my morning session. And one person wrote, "Nice t-shirt. Can I have one too?" I'm working on it. Right now, these are just for me. A line is coming. And that was super inspiring. Now I believe. The importance of having the one word and then applying it to your social media campaign, it does two things. One, it makes your decision-making process easier. So we had a young woman stand up and say her one word is empathy. Now everything that she writes about is going to be about empathy. If she ends up hiring a graphic designer, it has to be somebody who believes in empathy. It makes the decision-making so so much easier. But the other thing it does is it helps people talk about you. If you give people one word to help you spread the message, they're going to remember it and they're going to do it. There was a guy who came up to me after my first session and said, "I'm in the travel agency business." And I'm like, "Wow, that's a brutal business, right? Everybody's selling the exact same stuff. There's no difference in the product." And he said his one word is experience. He likes to give people an experience. When they go traveling, he wants them to have an experience. Now this is something I can relate to. I hate going on beachy vacations. You know, I come here, I want to go to the caves, I want to do the RVing, I want to have an experience. And right away, he's now separated himself from every other travel agent. And it's easy for me to talk about him here, it's easy for me to tell my friends about him because he's given me the tool to do it. So when you find your one word, it makes it easier for you to make decisions, it makes it easier for you to plan your social media campaigns, but it also makes it easier for people to spread your message. People are hashtagging #believe all over the place. I make it easy for them. And you need to do the same thing with your business.
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