This week I read Your One Word by Evan Carmichael.
I’ve followed Evan on YouTube for a while and was excited to read his book! In this book, Evan helps you develop and implement your one word. The purpose is to find a value or word that embodies your desired brand or business and use that as a guiding light in the decision-making process.
Here is my video book review!
Here are three ideas that I learned from in this book!
Your One Word
Through reading this book I’ve recognized that having a value in the form of your one word is critical in the success of your brand or business. Through Evan’s step-by-step development process that he takes you through, I learned that it’s important to take the time to recognize who you are and what you want to represent in your business. Having a vision that will take your business or brand forward is important, but to achieve that, you must first develop your one word. Throughout the book, Evan offers detailed information that is designed to help you find your one word and subsequently incorporate that into your business.
People Over Product
As a consumer, we’re interested in the story you (the business) are telling. In order to develop an authentic business, having a “cool” product won’t cut it. The product has to tell a story, it has to represent something. And in order for your product or service to represent something, it has to embody a value, your one word. If you develop a brand or a business around your one word and you really live and breathe that one word in your business, people are going to recognize that and see the story that you’re telling and the values that you embody and represent. Evan mentions the importance of embracing your natural quirks and characteristics and using them to your advantage. We are all human, and thus we are beautifully imperfect. Use your unique qualities to your advantage and build a business or brand around them. Everyone has different values, and it’s not about which ones are better or worse. It’s about embracing the value most important to you and using that to tell an authentic story that will engage customers and encourage them to form a business relationship with you.
Through reading this book, I’ve learned about the decision-making process and the importance of values when making tough decisions. When I say tough decisions, I mean situations where a negative outcome is inevitable (at least in the short-term). I’ve realized that through having a guiding value and principle, making tough decisions is slightly easier. Evan’s story about CVS and their branding transition to CVS health truly highlighted the importance of your one word to me. In order for CVS to embody their new one word, health, management decided to stop the sale of tobacco products in their stores. Now, this decision cost them a significant amount of money as they lost a major financial revenue stream. Nevertheless, CVS decided to take this action in order to be aligned with their company value. By doing this, they sent a strong message to their customers that they sincerely care about their customers health and well-being. Although this must have been a difficult decision with short-term financial repercussions, having their one word helped them in the decision-making process. Ultimately, making difficult decisions will always be difficult but having a guiding value and finding your one word will help you through that process.
This book offers a unique layout and structure for readers. Evan combines a variety of quotes, personal insights, and information from his clients, related to developing and implementing your one word. Due to this unique format, you as the reader are getting more than “just” Evan’s thoughts, you’re getting a compilation of valuable information. I also love the chapter summaries at the end of each section as it allows me to quickly go over all the important information I want to take note of without having to flip through the pages. This is especially important since each section has so many valuable ideas and activities for you to work through! The most unique positive that I don’t think many other authors can compete with, is that Evan is a YouTuber and provides a variety of video content, some of which is related to this book specifically. Evan started a weekly YouTube live stream during which he discusses a section of the book and offers a Q&A for viewers. Now that is what I call added value! Here is his live stream of Chapter two of this book!
One of the issues I could see people having with this book is that depending on the reader, they wouldn’t like the style and format of Evan’s book. If you are familiar with his video content, you know that he is a master of compiling content from various sources and sharing key pieces of wisdom. I enjoy the format in his videos, but personally didn’t like it as much in a written format. There is a lot of information that Evan compiles from clients of his, and although I found it helpful at times, I really just wanted to hear what he had to say. So, this specific critique is not necessarily a negative. It simply depends on the reader and their preferences.
Who Should Read This?
First of all, any Evan Carmichael fans and subscribers should definitely read this book to support his channel and all the great FREE content he provides daily! If you want to learn more about Evan’s personal story and career, this book is for you! I also think that if you’re trying to start-up your own business or personal brand you should consider reading this book. I say this because Evan takes you through the process of finding your key values that will help you understand how you want to position your business or brand in the market. Also, if you are trying to re-brand yourself or your company, this book offers first-hand accounts of businesses and how they used their one word to market themselves.