Find you® edge.

Find you® edge.

How to stand out in a busy world?

It doesn’t always have to be a big thing; it can be subtle.

I saw a weird but brilliant example on the beach yesterday.

A couple was using a metal detector to find treasure.

They had the best equipment.

That wasn’t their edge.

One of them held the detector, and one of them held the shovel and the sieve.

Sure, it shows teamwork, but that wasn’t their edge either.

Their EDGE was to walk a metre beyond the water’s edge.

They got their feet wet.

So, they were looking in a place where others weren’t prepared to look.

Their EDGE was in knowing most people want DRY FEET.


But sublime.

Now, I don’t know if there is more treasure there.

But I do know if there is, they are the ONLY ONES who will find it.

“Different beats better.”

David Hieatt

David Hieatt

Bankrupt at 16. Thrown out of college at 18. Joined Saatchi + Saatchi at 21. Started howies in 1995. Sold it to Timberland. Left. Started The Do Lectures. Started Hiut Denim Co.

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