Why brands with a purpose do better and matter more
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.
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.
Thursday, 24 April 2014
The designer is working his magic. He promises final pdf next week.
Find Your Love
Friday, 14 February 2014
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…
Your voice can be many things.
Wednesday, 29 January 2014
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…
Ideas work like Velcro.
Tuesday, 14 January 2014
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…
The Cover. Designed by James Victore.
Tuesday, 14 January 2014
Why the best entrepreneurs are 'Charlie sticks': Some learning from a simple roof build
Thursday, 19 December 2013
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…
Why am I writing a book?
Thursday, 19 December 2013
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.
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The Do Book Company is an independent publishing house based in Shoreditch, London. We produce a series of inspirational pocket guidebooks in print and digital formats.
Our books are written by speakers from the Do Lectures whose ideas have inspired others to go and Do. Our aim is to recreate that same positive change in book form – whether that’s the mastery of a new skill or craft, a simple mindshift, or a shot of inspiration to help you get started.