Have you ever noticed that some of the best brands in the world make us feel something? They tell us their dreams and what they want to change. They bare their soul. And it touches us. At some point, we stop being customers and become fans.
These companies like Apple, Patagonia and so many smaller businesses have a reason to exist. They know why they get out of bed in the morning. They have something that most brands don’t have: A Purpose. And it is an incredibly powerful thing.
Purpose gives you strength to fight the impossible. It builds your culture. It wins you your fans. It is your back-bone. It is your stubbornness. But more importantly, it helps to stop you from quitting. The pain of quitting a business is one thing. But to quit on a dream is quite another.
In this book, David Hieatt (founder of howies and Hiut Denim) will reveal the intuitive (and often counter-intuitive) principles at the heart of any great purpose-driven brand – and show how you can apply them to your own. Things like:
Would the world be different, better even, if more businesses were like this?
Special editions – including a limited edition hardback handbound in Hiut denim from the factory in Wales – access to the author’s shed and private events will be available exclusively to supporters of the book through Unbound.
Most companies don’t have a purpose. This may sound odd but most people have forgotten why they are in business. The founders are dead. The purpose is no longer there. They think it is just to make money. But making money is a result. It is not the purpose. For me, a business that has a purpose is much more energised. It is the wind for the sailboat. It pushes you and the team on. It is the fuel for the journey ahead.
A lot of businesses fail because they give up. They give up because they never had a purpose so when things get tough, they quit. I would say 90% of businesses haven’t worked out why they are in business. I think it’s vital to do so. It’s important to do so because it gives you great motivation. Understand the why. It’s pivotal to your success. Your team needs to understand it. And sooner or later your customer will get what you are about too.
The designer is working his magic. He promises final pdf next week.
Starting a business is hard. Really hard. You’ll work like a crazy thing and have to sustain that over a long period of time. Any normal, rational person would quit. And that’s what happens. When things get tough, and there will be a point when they do, sane people quit.
You see rational, logical folk understand just how difficult it is, how poor the pay is, and how much stress and worry comes…
I sat down with Richard at the coffee shop up the road from howies, one of the founders of innocent, and he told me his taxi story. He was taking a ride back to work I think. Anyway, as all taxi drivers do, they want to make conversation. His went along normal lines.
'What do you mate?'
Richard replied, 'I help run a smoothie company'. 'Oh yeah, which one?'' Innocent.' 'Nice company. But it…
Velcro works like this: On one side is a series of hooks going in lots of random directions. On the other side is a series of loops going in lots of random directions. When a hook meets a loop, they connect. It is in the connection business.
It is the randomness of the hooks and the loops that are important to Velcro working, but they are also important to us if we want to be interesting. We need…
We go through life trying to show everyone how indispensable we are. Then something happens to show us that we are not. And, it’s a tough lesson to have to learn. But, as painful as it is, it’s an important life lesson. Because once you have learnt it, everything is different after that point.
Instead of building businesses around you, you start to build them around the central thing you want to…
Do Purpose - Why brands with a purpose do better and matter more.
I have never had a strong desire to write a book. But that said I have spent the last decade writing about brands, business and things that have inspired me. The thing that all these businesses seemed to have in common was their desire to change something. They had a reason to make it happen. Something in their belly was…
These people are helping to fund Do Purpose.