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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:
- That ‘why’ matters
- The importance of being first
- Why you only need 1,000 true fans
- How to find your voice and share your story
- How to build a great team and company culture
- Why trusting your customers breeds magic
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.
David Hieatt is an entrepreneur, marketeer and brand builder. Leaving school at 16 to open a market stall selling trainers taught David the importance of sales and a good pair of shoes – on a good day he had money to buy to enough petrol to get home. On a bad day with no sales, he walked.
At 21, he joined Saatchi and Saatchi. There David learnt to take risks from Paul Arden, one of the true mavericks of advertising. He was taught to trust his instinct. And to fight to make his ideas happen. In 2001, he made the move back to Wales and created howies, a clothing company that was heralded as the Patagonia of the UK for action sports. After selling it to Timberland, he co-founded the Do Lectures, a globally-acclaimed ideas festival and online platform, with an audience of millions.
More recently David has created Hiut Denim, a jeans company that is helping to bring back the jeans industry to Cardigan, a town that used to have Britain’s largest jeans factory. Its purpose is to give 400 people their jobs back.
David has a cult internet following, and has spoken at Apple, Google, and many other top companies and events.
'David Hieatt is the man who proved to a world full of shallow brands the benefits of having a real purpose. There is no greater expert on the matter.'
- Richard Reed, co-founder Innocent Drinks
'A wonderful book that reveals one of the secrets of business: do something you love and you'll never have to work another day in your life'
- Michael Acton Smith, CEO Mind Candy
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.
- 24th April 2014 Getting there
The designer is working his magic. He promises final pdf next week.14th February 2014 Find Your Love
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…29th January 2014 Your voice can be many things.
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…14th January 2014 Ideas work like Velcro.
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…14th January 2014 The Cover. Designed by James Victore.19th December 2013 Why the best entrepreneurs are 'Charlie sticks': Some learning from a simple roof build
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…19th December 2013 Why am I writing a book?
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.
Avalon de Paravicini