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What’s Your One Word w/ Evan Carmichael [Episode 484]

More than a mantra, or a pithy phrase – your one word is the thing that keeps you going through good times and bad.

Evan Carmichael, Author of the new book, Your One Word, joins me for the second time on this episode.


Your one word is the one core value you stand for, more important than the others. When you identify it, you can build a life, and a sales career, that is on point, and is much more purposeful than reacting to others’ agendas for you.

Beyond food, clothing, and shelter, people need to have meaning. People want to do work that has impact and is meaningful to others.

Today, we have more models to follow, to be our own boss, and to get the results we want to get. Being an entrepreneur is not only easier, but sometimes necessary.

Your one word comes from you, first. What do you represent as a human being, and how will you bring that to your business? It has to come from an authentic place, so you can make real connections with people, and stand out to win.

Evan describes how his life evolved as an entrepreneur in a way that led him to write the book. It was his personal journey. First he thought changing the tagline of his company would help. Then he realized he had to find what he stood for.

Evan’s one word is Belief. He then added the credo: Self-confidence, Passion, and Conviction. He recommends everyone to go through this exercise. Once he did this, every project he touched took off, and had success, and intention.

This is the connection salespeople need with their buyers. It starts with how you stand out with your values. Evan goes to Starbucks because he loves Howard Schultz’s values.

Product value has to be in context of core values. Even talks about a landscaper who “treats every lawn like it’s my Mom’s lawn.” Evan would hire that landscaper, just from that.

Your one word is always something positive. There’s a piece of good in everyone. Find your good word. When you hire, lead with the value. Attract people who have like values.

Evan tells a story about ‘the fat kid’ Nike ad, which he calls their best ad ever. It takes greatness to start. It’s what you see in yourself, that gets you started, that matters.

Evan lives by Henry Ford’s statement, “Whether you believe you can or you can’t, you’re right.” Think of the quotes you love. Those will help you find your core value. Evan likes learning from successful people.

Your one word is forever, not a 2017 resolution. What’s the one lesson you want to pass on to your children? Think about the happiest things of your life, the people who helped. Find common threads. Distill them to a value.

The Sales Enablement Podcast with Andy Paul was formerly Accelerate! with Andy Paul.