You’ve probably seen the name Jon Gordon on a dozen airport bestsellers or heard a coach scream about "getting on the bus." But there’s one specific story in his massive catalog that people keep coming back to, and honestly, it’s not just because they want to build a better bookshelf.
We’re talking about the carpenter Jon Gordon wrote into existence back in 2014.
Now, let’s get one thing straight right out of the gate: Jon Gordon isn't actually a professional carpenter. He’s admitted he's one of the "least handy people on the planet." He once joked about how he struggled to even hammer a nail while volunteering for a housing charity. But he wrote a book called The Carpenter: A Story About the Greatest Success Strategies of All, and the character in those pages has become a sort of folk hero for managers, athletes, and stressed-out entrepreneurs.
Who is the Carpenter?
The book tells the story of Michael, a guy who is basically redlining his life. He’s running a business called Social Connect, he’s stressed, he’s collapsing on morning jogs, and he ends up in a hospital bed. Classic "success-at-all-costs" burnout.
Enter the carpenter.
The character’s name is J. Emmanuel, a craftsman who saves Michael's life and then starts building more than just furniture for him. He starts building a new philosophy. The central hook of the book—and the reason people search for the carpenter Jon Gordon—is the idea of moving from being a mere "carpenter" to becoming a craftsman.
What's the difference? According to the book, a carpenter just builds things. They show up, they hammer, they leave. A craftsman puts their soul (Meraki, as Gordon likes to call it) into the work. They create masterpieces.
The "Love, Serve, Care" Framework
If you’ve spent any time in a corporate retreat recently, you’ve likely seen these three words plastered on a PowerPoint. They are the "Greatest Success Strategies" the carpenter teaches:
- Love: It sounds kind of "woo-woo" for a business book, but Gordon’s carpenter argues that love is the antidote to fear. If you’re building a business because you’re afraid of failing, it’ll eventually crumble. If you build it because you love the craft, it lasts.
- Serve: This is about servant leadership. The carpenter tells Michael that "service is about doing little things each day to show people you care." It’s the idea that you can’t be a great leader if you’re only serving your own ego.
- Care: This is the differentiator. In a world of automated emails and AI-generated replies, actually giving a rip about the person in front of you makes you stand out. The carpenter calls this being a CCO—Chief Caring Officer.
Why It’s Not Just Another Business Fable
Honestly, the "business fable" genre is crowded. You've got The Five Dysfunctions of a Team and Who Moved My Cheese?—so why does a book about a woodworker still rank?
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It’s the simplicity.
Gordon writes in a way that feels like a conversation over coffee. He doesn't use 50-cent words when a 5-cent one will do. The carpenter Jon Gordon created isn't giving Michael a 10-step SEO strategy or a venture capital pitch deck. He’s telling him to slow down and care about the wood.
There's a specific scene where the carpenter is working on an entertainment center for Michael. He explains that "negative thoughts are the nails that build a prison of failure." It’s a bit on the nose, sure, but for a CEO who can’t sleep because they’re worried about Q4 earnings, it hits like a ton of bricks.
Real-World Impact
It’s not just fiction. Real-world heavy hitters have used the carpenter's principles. We're talking:
- Dabo Swinney (Clemson Football)
- Sean McVay (LA Rams)
- Alan Mulally (former CEO of Ford and Boeing)
These aren't people who have time for "fluff." They use the "Love, Serve, Care" model because it works in high-pressure environments where everyone is talented, but not everyone is a "craftsman."
Common Misconceptions
People often get confused when they search for this. They think they’re looking for a DIY woodworking guide. If you’re trying to figure out how to do a dovetail joint on a walnut nightstand, this is not your book.
Also, some people think Jon Gordon is a religious writer because the carpenter's name (J. Emmanuel) and the profession have obvious biblical overtones. While Gordon is open about his faith, the book is generally categorized as business and self-help. It’s designed to be applicable whether you’re a devout believer or a staunch atheist just trying to get your team to stop quitting.
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How to Apply "The Carpenter" Principles Today
You don't need a workshop to do this. You just need to change the "why" behind your "what."
Start being a craftsman. Instead of rushing through that report just to get it off your desk, ask yourself: "If this was the only thing I produced today, would I be proud of it?" That's the craftsman mindset.
Focus on one person at a time. The carpenter says you don't have to love everyone at once. Just love the person in front of you. In your next meeting, put the phone face down. Listen. That’s "Caring" in action.
Build with love, not fear. Next time you're stressed about a deadline, try to pivot. Instead of thinking "I’m going to get fired if I miss this," think "I really enjoy the challenge of solving this problem." It sounds small, but it changes your body chemistry.
Actionable Next Steps
If you want to move beyond just reading about it, here is how you actually "build" like the carpenter:
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- Audit your "Why": Write down your three biggest tasks for tomorrow. Next to each, write down if you're doing it out of fear (I have to) or love (I want to).
- The 24-Hour Rule: Adopt the practice mentioned in many of Gordon’s circles—respond to people within 24 hours. It’s a simple way to show you "Care" without needing a grand gesture.
- Identify your "Nails": What are the negative thoughts you're "hammering" into your own life? Identify them so you can stop building that "prison of failure" the book talks about.
The legacy of the carpenter Jon Gordon created isn't about the furniture Michael eventually gets. It’s about the fact that in 2026, we are more distracted and stressed than ever. The idea of becoming a craftsman—someone who works with soul and serves others—isn't just a nice thought. It’s a survival strategy.