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The Synopsis

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.

The Excerpt

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.

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The Author

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

Do Book Company

Do Book Company

Publishing partner

The Rewards

This book is now in production. If you pledge now you still will receive your ebook or beautiful limited edition copy, but you won't get listed as a supporter in the back.

£30
Hardback
Special Edition hardback.
📖 Pledge £30 222 pledges
£45
Signed hardback
Signed Special Edition hardback.
£150
Deluxe Edition
Deluxe numbered, signed edition limited to 75 copies and handbound in Hiut Denim.
£500
Skype Session
2-hour Skype session with David to get advice on creating a purpose-driven brand, plus a Deluxe numbered, signed edition limited to 75 copies and handbound in Hiut Denim.
£1,000
Lunch
Private lunch with David at the 25 Mile in Cardigan, Wales with advice on creating a purpose-driven brand (incl storytelling, branding, building a team), plus 4 hours of follow up Skype, plus a Deluxe numbered, signed edition limited to 75 copies and handbound in Hiut Denim.