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 business around the UK, 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.

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