The fear of average.

The fear of average.

Average goes by many names:

1. It will do.

2. Don’t worry, they won¹t notice.

3. It’s good enough.

4. It’s how we always do it.

5. And the catch-all - OK.

No matter what people call it, know this: Average is a decision not to be good.

And someone had to make that decision.

There is no board meeting.

No one votes for it.

No all staff memo.


Here’s why I think that:

Because a decision isn’t always what you say yes to, but what you say silently no to.

When you decide to stop innovating, that is a decision.

When you allow a poor culture, that is a decision.

When you stop trying to be great, that is a decision.


In some respects, being average is easier.

No one will hate on you.

You don’t have to push yourself.

Comfort zones rarely work late.

But when you think about it, at a certain point, a human has to say to themselves, I AM NO LONGER GOING TO TRY.

I am OK with not reaching my true potential.

I am settling for this.


That must be one of the toughest conversations you can have with yourself.

If you fear average, you will never have it.

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.

View Comments
Next Post

How to relax when you care the most?

Previous Post

How to give a good talk when you don’t like doing talks.