- And so 2019, my goal and I'm sure a lot of other--
- [Evan] Is get big.
- Yeah, a lot of people's goal is to get out there, get big.
If you're gonna do it, you mine as well
do it big, do it properly.
Today I'm gonna ask you all about that.
Is that okay?
- Let's do it, I'm ready.
(upbeat music)
- Okay, hi, Everybody.
It's Linh Podetti here, and welcome to my channel.
And today I have an amazing guest, Evan Carmichael
all the way from Toronto, Canada.
How are you, Evan?
- I'm awesome, Linh.
Thank you for the love.
Great to be here.
- I know, finally we're here.
I've always been a biggest fan of you,
so I wanted to give the audience a background.
I've always been a fan of you on YouTube.
I found you on YouTube.
Used to exercise and would be watching your top 10 tips
for success from all these different successful people,
and I was always wondering how you got this word believe,
and it really did catch my attention,
and I even attempted to come up with some words myself,
and it didn't make any sense.
And I was so proud once you launched Your One Word book,
and I was so excited, I read it,
and I've been telling everybody about it.
So that's the background.
This is the biggest thing that transformed my life,
and so today--
- What's your one word?
What's your one word?
- My one word is love.
It was so much easier to do business.
I give people this whether they're starting a business
or they're already in the business.
I'm like, I don't think you know who you are.
You need to read Your One Word.
(laughing)
So I technically do that.
Anyway, today's episode,
I'm not gonna talk too much about Your One Word
because I know you have a lot of content there,
and you didn't ask me to ask you the things
that I truly care about,
or I know that my audience might care about.
So today, I would like to actually ask you
about your journey on YouTube
because I myself have dabbled into it this year,
and I realized the power of it.
I was like, hang on a minute,
this is not just YouTube or social media.
It's not your own TV platform.
This is a chance for you to shine as whoever you are,
and building your personal brand.
And so 2019, my goal, and I'm sure a lot of--
- Is get big.
- Yeah, a lot of people's goal is to get out there, get big.
If you're gonna do it, you mine as well
do it big, do it properly.
Today I'm gonna ask you all about that.
Is that okay?
- Let's do it, I'm ready.
- All right, so first question is
what made you decide on YouTube back in those days?
What was that turning point?
- It wasn't super strategic at the time.
I loved dabbling in things, and doing lots of small tests,
and most of the small tests never go anywhere,
but occasionally some hit
and then that becomes the next big thing.
So with YouTube, I had a business.
I had sold my company, so I started a new business
helping entrepreneurs, and I got asked a bunch of questions,
and it was humbling to think that somebody
from around the world wanted my opinion on their situation.
And so I would spend 30, 40 minutes responding to emails,
but then I figured, wow, that's a long time typing,
and I'm much more of a visual person than writing,
and so I thought why don't I just
make a video for this person.
It'll help them.
I'll put it up on YouTube, and then hopefully
can inspire somebody else who has the same problem.
If five other people get helped by it, great.
I never went in thinking I'm gonna
have 1.6 million subscribers on my channel,
or any of that stuff.
It was just helping entrepreneurs one on one,
and then also I love the idea of modeling success.
I saved my business because Bill Gates, his strategy.
I never met Bill Gates but he saved my company,
and so I wanted to share those lessons of success
to entrepreneurs in a visual way
'cause that's how I learn best,
and so that's still what I do.
I've had my channel for 10 years.
It's still what I do.
I share my own stories and give my own advice,
and I also share content from successful entrepreneurs
to hopefully help inspire people.
So that was the starting point.
I started taking it more seriously
when I started to see some results,
so I hate spending money 'til I'm making money.
So I do everything myself in the beginning to test,
so the first videos were all me, my crappy camera.
It was shaking, and I did the editing.
I already had a team on my other side of my business,
but I'm doing this as a test for me,
and then I started getting some results.
The first person I hired was a part-time editor
'cause editing was a thing that I hated the most
in my process, and I never wanted to get world-class at.
It wasn't my ambition to be world-class editor.
If that's you guys watching, great, but it wasn't for me,
and so I said I'm gonna hire an editor,
and that allowed me to really up my quantity of videos,
and then I went to a video a day,
and then I went to two a day,
and then I went to three a day,
and that's where we're at now.
I've got 24 people on my team.
A good chunk of them work on the YouTube side of things,
and it became this evolution.
What I love doing is testing things
on a small scale, tinkering.
I'm constantly trying a whole bunch of things.
Until I get taste for something, I say, hmm,
this thing could be the next thing,
and if I think that that's the opportunity,
then I push all in, like I go crazy
because that window of opportunity will close,
and too often it closes on people
before they even make any kind of headway,
so I'm pushing as hard as I can
for as long as that window's open,
and then I'll go to the next thing.
- It's good that I see that you're still evolving.
You're still trying to find
the next best way to produce video.
If you could take me back to that first year,
what was the challenges?
Why do you think you were struggling, and made it take off,
when you feel like it finally took off?
- The struggle was,
what was the struggle in the first year?
I don't think I had the typical struggles
'cause I wasn't expecting this to blow up.
- [Linh] Gotcha.
- I didn't take it seriously.
I took it seriously only in that
if you ask me a question, and you emailed me something,
I would make a video for you to say,
hey Linh, here's what I would do, ba, ba, ba, ba, and talk
for five, six, seven, eight minutes about that thing.
It was just a community service thing
more than why is my video not taking off?
How come my video doesn't have any comments?
I wasn't try to get subscribers.
It was just something to do for people
who were writing in to me.
- How about when you actually took it serious?
That challenging bit, you know,
when you put your mind that, okay,
I actually wanna take it somewhere.
- I think when I started taking it seriously,
it was one, I'm embarrassed by watching myself on camera.
(laughing)
It took me 350 videos
before I wasn't completely embarrassed,
and 700 and something until I inspired myself,
before I watched it back and I'm like,
oh, I'm getting pretty good at this now.
700 videos where most people
will quit after one, two, eight.
So expect to suck at the beginning.
It's okay.
Just like anything else you've ever tried ever,
you suck the first time through, and you slowly get better.
I struggled with watching myself on camera.
I struggled with figuring out the tasks
that I should and should not be doing,
especially the editing side.
I didn't want to hire an editor
before I started making enough money to hire an editor,
so I did the editing myself which I didn't like doing,
but it got me to the point where I could hire the editor
so that I could now do more of what I like doing,
and then slowly releasing some of those other functions
like research and a bunch of other stuff for the channel.
From when I started taking seriously,
in the first years, probably those two things,
struggling to do the editing.
I could have hired somebody I guess
if I used money that I had, but my own philosophy
of I hate spending money until I'm making money.
I wanted to figure it out myself,
so being frustrated with having to do the editing,
and then not liking the product,
not liking what I saw me delivering on camera,
and being embarrassed for what I made.
- What was the change in your strategy
that started to get a lot more views?
Originally you were doing videos of yourself
answering things, and then how you're still innovating,
and then you innovated to something.
What was that successful type of video
that took you off to another level?
- It really started to grow
when I made it consistently daily, when I went from once
a week or once every two weeks to every day,
and that was thanks to me hiring an editor.
He could do a better job than I did,
but more importantly than just doing better editing job
was I could ramp up my production quantity,
so I could go and do a lot more.
So for thought leadership stuff,
the editing is not as big a deal.
They're not coming to watch,
like if you're doing your channel,
they're coming to hear what you have to say on something.
If you're a thought leader,
you train people to think like you think.
I wanna think like Linh.
The way Linh, that she walks into this office,
and she sees it differently than most people.
That's what I wanna learn,
so the editing's not as important for someone like you.
If it's all about the visuals and the fancy,
and you're making a movie, then yes,
the visual and the editing is super important.
So it was much more on me.
It's gonna be much more on you to deliver a quality product.
I know you already have great editors.
I've seen your stuff.
So not worrying so much about the editing,
and me getting better so that I could do one a day,
and I think the quantity leads to the quality.
The more you do, the better you get at it.
Right?
Like you've done your Facebook Lives.
You've done this.
You've had some background, and the more you do,
the better you will get.
- [Linh] Yeah, definitely.
- And most people just aren't putting
in the quantity to get good at it.
And the challenges is you know what good looks like.
You could look at somebody else's videos and say, wow,
I love how Oprah asks those questions,
and she's so great, and fluid, and emotional,
and then you try to do it and you suck,
and it's okay, but with practice, you'll get better.
You can't compare yourself now to Oprah where she's at now.
You're ignoring the decades of experience.
But the way to get there faster is more practice.
- Yeah, I totally get you.
Because I'm doing it more, I'm loving it more,
and I'm enjoying it more.
At the beginning, did you use strategies
when you were creating content?
I found that when I started I didn't really
thought about things too much.
I just did it, and I realize now
the importance of strategy, so is that something
that you always include in your process?
- For me, strategy comes after.
I think you lead with your heart, and then you use your head
to figure out how to make it great.
I love testing everything.
Like if I get an idea, I wanna test it,
but the whole idea of the top 10 series, for example,
that I made that people know my channel for,
started, the first one I did on Kanye West,
because a buddy of mine did a post
against Kanye West around the whole Taylor Swift taking,
you know, and he posted a blog post on his channel,
on his website like eight or seven years after it happened.
Why are we still trashing Kanye?
And I think you can learn from him.
I think people only look at the negative side of people,
not the positives, so Kanye might say a lot of things
that gets him in trouble, that you may not agree with,
but there's also a lot you could learn
from him if you chose to.
And so I thought I wanna make a video just as a tribute
to Kanye of the top 10, not stupidest things he's ever done,
but his greatest moments that you could learn from it
just as a result of being upset at my friend
for posting that content.
What's the strategy?
There is none.
I wanna make this video so I'm making this video.
We're doing it.
And then that turned into a lot of response,
like, wow, this is a really cool idea,
like how about you make this a series?
Okay, I probably could make that a series,
maybe one a week, 52 people a year.
I could probably find enough to do that,
and then it started to take off,
and then I said how about twice a week.
We could do Saturday and Sunday,
so then that's 100 a year.
I could probably do that,
and then we started getting thousands of requests,
so we had two and a half thousand
requests for different people.
I'm like, huh, maybe I should make this like
a every five days a week kind of thing.
The thing is you never know
when something's going to take off.
I never expected that top 10 to be the thing.
I was pleasantly surprised,
but I'm constantly running different tests.
Even recently, we did a Shania Twain dance challenge.
- Yeah, and I was in one of them.
- You were in it.
So what I did was, on Instragram, I did a morning rant
where I said, guys, this is a great song,
Shania Twain, No One Needs to Know,
and then a bunch of people wrote to me,
said I've never heard that song, and I got upset,
like how come nobody's heard of this?
How have you not heard of this song before?
So then I DM'd everybody to say, hey,
can you make a dancing...
Anyway, and you did it.
A bunch of people did it, and now we're turning
that into a YouTube video to put up on the channel.
And who knows, maybe that takes off
and people say, wow, that's cool.
Do another dance challenge,
or maybe it's the worst thing of all time,
and it becomes a terrible video.
I don't know.
You don't know, and so you lead with your heart.
Everything could win.
Everything can win.
It'll win if you feel connected to it,
and you wanna keep doing it,
and if you do, then you use your head
to figure out the strategy to make it better.
So the top 10 since Kanye West has evolved a lot.
There's been a lot of strategies
that's been put into the series,
and if you go back and watch Kanye versus what you see now,
there's been hundreds of mini-evolutions
that we've done to the series, and that's all strategy,
but it led with something that I just felt
personally committed to and attached to,
and then we took it from there.
So I think you lead with the heart,
and then you use your strategy to figure out the how.
- That's really, really good.
Thank you you much.
Let's talk about the good things and the benefits
that came out of you launching your YouTube.
Could you share with the audience
maybe like any people that you met because of YouTube,
or deals that you got, or businesses
that you came across because of YouTube?
- Everything that I do now, everything that I get
in my business is mostly through YouTube.
It's through my social media stuff,
so all my speaking deals, my book deals,
the partnerships that I've formed,
the connections that I've made.
We had Tony Robbins on my channel
not that long ago talking about his book.
- Yes, I saw that.
- Even today, I did a bunch of interviews.
It's been all-day interviews for me.
We had the guy who owns the most successful steak house
in New York on my channel.
I had Tony Robbins' business partner on my channel.
I had Dean Graziosi on my channel.
All these connections that you get to meet,
amazing people doing great things because you built up
a reputation and credibility in the industry,
and so it's opened up...
Like we're talking here.
You're across the planet from me,
and it's great to have this conversation,
and this is what I live for.
This is what I love doing,
and it's all because of the YouTube channel.
- Were most of the successes came from you reaching out,
or some parts of it were there reaching out to you,
so let's say the book deal,
or the other things that you mentioned?
- Most of it comes to me,
but that's I think more of a personality thing.
I am more of a marketer than a salesperson,
so I'm not the guy who's gonna be knocking on doors
and calling people, and saying, hey, can we do a deal,
will you sponsor my channel, and all this stuff.
That's not my strength, and so I lean in
on my strength as more marketing.
My strategy is create content that is so good
that brings people in that kicks up a lot of noise
in your industry, and then people will come to you,
and they wanna do deals with you.
And so in the general population, most people don't know me,
but in the entrepreneurial world,
you probably seen one or multiple of my videos.
So I get known within a community, and then whoever cares
about the community wants to do deals with me.
I end up saying no to most deals
because I like to actually use
the product to service that I'm talking about,
so if I'm not a user, if I can't behind it,
if I'm not using it in my business,
I don't talk about it on my channel.
It'd be a lot easier to make a lot more money
if I didn't care and just took anybody,
and that's not right or wrong.
It's just a personal values thing for me.
But I get deals every day from people saying,
hey, can we work a deal with you.
We want exposure on your YouTube channel.
How do we make that work?
- I can imagine now you've got a problem
of how do I say no nicely 'cause you've got
so many opportunities coming in now.
What is your criteria for life?
Does it have to go in line with your one word
or something that you use as a criteria?
- Anybody with the one word, because it's so in your face,
because my content is so about believe,
it becomes a magnet and it also becomes a deterrent.
Like people who don't like it, they don't reach out to me
because they don't like it.
People who love it, they'll work harder
to reach out to me because, man,
this is what we wanna be a part of.
And so I think that's the point of Your One Word
is you wanna be a magnet for the people
who love what you do, and the people who don't like it,
you don't want to be around them anyway.
Let them go find something else.
It's not that they suck.
It's just let them go do something else
where they're going to be happy too.
And so leading with that through all my content
attracts the more right kind of people.
It just doesn't always make sense
that I will have the time to do it.
Like right now, we just launched my new book today.
- This is your third book 'cause I've got your two books.
- Yeah, yeah, third book.
(laughing)
254 Confidence.
- Oh, cool, yes.
- Helping you build confidence every day.
- I've got your email series too.
Are you spending most of your time now
on content producing, video marketing, and social media,
or do you still run a business on the side?
- I do different things on different days.
Monday's my mentoring day, so I have 24 people on my team,
and I spend the day basically mentoring,
helping them because they bring more to the business
than I do at this point.
As an individual, I bring the most,
but collectively, they destroy me,
and so the more that they grow and learn and improve
then the faster everything I do grows,
so I spend Monday doing that.
Tuesday I'm spending doing YouTube videos
where I spend half the day recording videos
for the channel, maybe three quarters
of the day recording videos depending on what I'm doing,
and then the last part strategy,
thinking about the next growth, new ideas, where I'm going.
I'm always running split tests,
how's this new thumbnail doing, how this title,
what new series do we launch,
more the thinking about the YouTube channel.
Wednesday's my project day,
so whatever I wanna work on at the time,
so right now is launching the book and launching the tour.
Thursday is public facing day,
so I'm doing interviews, heading out to meetings,
podcasts, and 25-minute increments the entire day.
And then Friday's my CEO day where I'm working
on bigger projects to help grow the business.
- That's so helpful because I'm starting
to feel like, I guess I want to do all these things,
but I'm feeling a bit overwhelmed,
and so it's good to have this structure,
so I'm gonna watch this video back,
and note down the day that I should focus.
- Well, here's the thing.
If you're interested in something,
you need to find a way to put it into your calendar.
So I launched my Instagram Live Morning Show
every morning at 9 a.m. Toronto time,
and I do it with a local entrepreneur,
and I help them with something to grow their business.
That show takes me all in,
like two hours out of my day, Monday to Friday.
I didn't have that time magically sitting around,
like relaxing, and now I'm gonna, right,
and that impacts other people.
That impacts people on my team.
I'm not spending as much time with them.
I'm not working on my other stuff.
That takes away time every day,
but it was important for me to do.
So when you make a decision,
like if your decision is 2019, I'm making a decision.
YouTube is a priority for me
that either I'm gonna spend all of Tuesday
recording videos and focusing on my channel
every single week, or I'm gonna spend two hours
every morning focused on my YouTube channel,
and then you have to sort out the rest.
I mean, something else is gonna go.
Something's gotta go, right.
You're gonna spend less time somewhere else,
and that has to happen because if you made a decision
that this a priority, it means that these other things
are not as important anymore.
- Yeah, yeah, definitely, and I know I'm ready
because I just feel that inner drive
like that's it, so it's good that I dabbled in it,
and knowing how much is a waste
of time if I'm just dabbling.
So, yeah, that's really good.
I know we have to wrap up soon
so I'm gonna ask you just two more questions.
My next question is if you had to do it all again,
imagine that you're like me,
and you're about to launch out 2019,
what would you do differently?
How would you do it faster to get faster results?
I guess more efficient, or even the fact
that you didn't hire people early
because you wanted to blah, blah.
I have the luxury of having people so, yeah,
I guess advice around that.
- Number one, I would say if I was starting from scratch,
I would actually pick Instagram first, and then YouTube.
Instagram is a faster way to grow.
YouTube is a sustainable way to grow.
YouTube videos that you record now,
in five years will still be getting views.
Instagram videos that you record now are gone in two days.
Right, nobody's going back a week let alone five years,
but the content you put on YouTube,
YouTube is slower and harder to win, but you win forever,
as long as YouTube is around,
where Instagram, you can win super quick,
so I would actually focus on Instagram first,
build up a platform there.
Start making money there, and then transition into YouTube.
I'm going the other way.
I'm going hardcore from YouTube into Instagram,
and it's so much easier.
Instagram is ridiculously easy compared to YouTube.
So that's one.
Two, the thing that I did when I started taking seriously
on YouTube is the same thing I would do now,
which is practicing, practicing, practicing, practicing.
One of my assignments with my agent when I got started
was to make a foundation story video.
If you wanted to take YouTube seriously,
if you're doing it once a day versus three times a day,
it'll really impact how well you grow,
or if you do it once a week,
like if you tried to learn English as a language,
and you're only practicing once a week,
you're never gonna really get great at it.
It's just not gonna happen,
and so even if you had the best tactics,
and the best teacher, you're gonna have such slow growth,
whereas if you're practicing every day as much as possible,
you're gonna start crushing it,
so that's what I did on YouTube.
That's what I would do again.
- Yeah, I guess I have a million questions to ask you,
and you've got millions of advice to give me,
so we can't fit it all in today.
I guess if I had to ask you the last question,
I'm torn between, maybe I'll give you two.
- Okay, two.
Let's get two.
- My last two questions.
- [Evan] We'll do two.
- One is what does success truly mean to you?
And the other one is what's 2019 forever?
You know, mine is personal branding and social media.
What's Evan's?
Those are my two questions.
- For me, success is just feeling I can do whatever I want.
I have the freedom to do whatever I want,
and I haven't made a decision based out of money
since I sold my business when I was 22, and I'm 38 now,
not because I'm obscenely rich, but for my life, it's great.
I don't live a crazy, extravagant life buying jets
and private islands and all that kind of stuff,
and so I get to do whatever I want,
like I could be here talking to you
instead of having to be on the phone with a client.
I'd rather talk to you than an angry client,
so that is success to me, being able to,
as soon as I get an idea, I go off, and go off and chase it,
like I wanna do my Instagram Live Morning Show
five times a week.
It may not make sense logically right now for me,
but I get to do it 'cause I can.
You wanna do your YouTube channel 2019.
It may not make sense right now with your business,
but you get to do it because you can,
and to me, that ability to do what you want is success.
2019, I very rarely plan too far ahead.
I'm a mission guy where I'm doing this thing,
trying to solve the world's biggest problem.
I'm never gonna do it, but I wake up every day
and try to take a spoon out of the ocean.
That's what I do, so I'm only a forever guy
in what I'm doing right now.
The biggest plan that I've had is now.
I think if you have a five-year plan for yourself,
you're thinking small.
You don't know what you're capable of doing in five years.
Even 2019, like the thing that you know from now
where you're gonna be by the end of 2019,
you're thinking small.
You have no idea what you're capable of in that year
if you're really hitting it hard 'cause you can only imagine
a world that currently exists right now,
where you're gonna now be building a new world,
and so I don't really think long term beyond like forever,
like my mission and how I get it will change,
so five months, that's a lot of planning for me.
That's crazy town, so I very rarely think
out that far because I want the freedom
to then switch on a dime and say,
I'm gonna do an Instagram Live Morning Show,
and that's actually the right thing for me,
and that blows up my brain to the next level.
- So interesting.
Love it.
It's so different to the answers I normally get out there.
Thank you so much, Evan.
I really, really enjoyed our interview today,
and look forward to seeing you in Australia one day,
and I'm definitely going to Canada next year,
so I'm hoping to see you in Canada,
so thanks again, and thanks everyone for watching
L to L, episode six.
Bye.
- Thanks, Linh.
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