The hard truth of chasing sweet spots.

The hard truth of chasing sweet spots.

We want a little more.


No matter where we are.

What we have.

This is your truth.

And mine.

We are better at chasing sweet spots, than recognising we are already in one.

We chase maximums, not optimums.

It explains why we ruin brands.

And our businesses.

The horrible truth is we are better at adding complexity to our lives than making it simpler.

We are better at striving for MORE than appreciating the NOW.

I was thinking about this at the beach the other day.


The water was still cold. But not too cold.

It was sunny. But not too hot.

The sea was like a millpond.

The jellyfish were still a month from arriving.

Just like the tourists which keep the town going.

So apart from us, the beach was empty.

We were in the sweet spot for our swims.

And, the best thing was, we both knew it.

‘These are the days, they always were.’

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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