David Hieatt: What it takes to build a cult brand, from the man who's done it three times

What does it take to build a brand people are obsessed with?

David Hieatt has done it three times, from one small town in west Wales: Howies, Hiut Denim, and the Do Lectures.

In this episode he opens up the craft behind all three: spotting the brand nobody has built yet, catching the right moment for it, and surviving the years when the moment hasn't arrived.

We talk about what purpose was actually for (and why the word wore out), the lucky break that nearly killed Hiut, being ten years too early with a farm-to-table restaurant, writing in the AI era, and why, after 16 years, David has gone all-in on the Do Lectures, the event he calls "a beautiful pause."