David Hieatt
Company: Howies
Website: www.howies.co.uk
About the speaker
At 13, I was writing ideas for sports companies. I got a lot of free product as a kid. At 14 I was writing for a sports trade magazine. At 16 I left school to start selling sportswear on Pontypridd market.
My customers were mostly from the coal mines of South Wales. Then the coal miners went on strike. As their money ran out, so did mine. I was out of business and had lost all the money my dad had lent me. But failure makes a good teacher.
For the next 15 years, I would spend learning how to go and get it right the next time. There was a lot to learn.
Then in July 1995, myself and Clare Hieatt started a sports clothing company called howies. We wanted to see if we could find another way to do business. To see if a company could do well while it did some good. To make people think as well as buy.
I like a company that has the aim of making people think. It makes getting out of bed easier in the morning.
What was talked about
My lecture was on PR.
I am no expert on PR, but doing howies over the last 10 years has taught me the importance of 'telling your story'.
And fortunately, 'telling your story' has little to do with how big your budget is.
Like most things, it comes down to a good idea.
And, just as importantly, the sheer stubbornness to make that idea happen.
I have also learnt that when you tell your story, a sense of humour helps.
In the talk, I tell the story about 'Operation Tickle'. That was when Levis tried to sue howies. It was literally, David versus Goliath. San Francisco Bay versus Cardigan Bay.
Fortunately for howies, the giant was ticklish.
Downloads
- Podcast and transcript - coming soon!
Next speaker: Elliot Grove