360 Live Media
360 Live Media is an event strategy and digital marketing agency in Washington, D.C. serving association, professional society, and not-for-profit conferences.
Share on facebook
Share on twitter
Share on linkedin
pen and line

Your One Word

In a world of mind-numbing complexity, fake news, information saturation, and the brain fog brought about by a media-dominated culture, where do we turn for clarity and solace?


Here’s a start: look for your one word. The one-word concept is the essence, the core, the soul, the raison d’être, the purpose for something’s existence.


Dissecting Shakespeare’s work could be a life’s pursuit, but Macbeth is about one thing: ambition. Othello’s one word would be jealousy. Amazon’s one word, as I would describe it, is convenience. Washington, D.C., power! Associations = mission.


In the book, One Word That Will Change Your Life, the authors tell us that choosing one word for 2020 has much more power than any set of New Year’s resolutions. Abundance, thrive, focus, love, master…what is the one word that will have the biggest impact on every aspect of your life?


Shifting gears, what is the one word for your organization. Just ONE.


Anyone can describe their organization in a few sentences, but what is at the core that defines who you are and why you matter to those who you serve?


For the company I am a part of, 360 Live Media, I could say events, marketing, associations, or creativity. But using the Six Sigma technique of asking the 5 why’s, I’d tell you our one word is impact.


We exist, succeed, and are driven by the outcomes we deliver. It’s what motivates our team and builds their career mastery. It is why we are hired, and it is at the core of our purpose.


What is the one word for your organization? If you don’t have one, be prepared to be shaped by the perception of others. Nature abhors a vacuum, so let your one word fill the hearts and minds of everyone you serve.


Interestingly, when I asked 360’s longest standing client (10 years), Richard Hunt, CEO of Consumer Bankers Association what our one word is he said, innovation. Just goes to show that we need to ask those that we serve what they think to really understand what is valued.


My word for you is NOW!

Don Neal Headshot

A marketing thought leader, speaker, teacher, and advisor, Don Neal brings his Madison Avenue experience to help organizations see their opportunities in a new light. He is passionate about helping organizations accelerate the trajectory of their success.

Don Neal
Founder & CEO
360 Live Media

Top Resources

Redefine your criteria for success with The 6 Rs—360 Live Media’s trademarked tool to drive and measure growth.

Take your annual meeting, conference or trade show to the next level and build your strategy on The 9 Ps of Event Marketing.

Discover how you can deliver more value to your members with this essential thought piece for association executives.