There is never a right time to start.

There’s a point on a runway during take off that a plane reaches V1 speed. Once it passes V1, it has reached the point of no return. The point where take off cannot be aborted. It has to take off. Or crash. In order to determine its V1 speed every plane will factor in its weight, wind-speed, weather conditions, slope, length of runway etc. So although there’s not a physical line drawn on each runway, it’s there.

But when it comes to starting business, there’s no calculation to tell us when the right time is. No marker on a runway for us.

So what happens? We defer. We put barriers up to justify not starting. ‘The economy isn’t great’. ‘I’ve got a big mortgage’. ‘I need more experience’. But as you put those barriers up, only you can tear them down.

Indeed, there will never be a right time to start. Once you understand that, you can begin.


Excerpt from the Time chapter of my book - Out next year.

Do Purpose -Why brands with a purpose do better and matter more.

Posted on December 06, 2013

Tagged: inspire

Wanted: Intern.

Next year, we are going to build a global denim company and as we do, we are going to get our town making jeans again. Some context: Our marketing budget is small. It is the same size as our coffee budget. I am not kidding.  But that isn’t a problem these days. There’s this thing called the Internet. And there’s this other thing called ideas. The more we think, the less we have to spend. It is a good correlation.  So next year is a time to make films that make you feel something for The Hiut Denim Co. And we will make a good few of them.  So that’s why we want you to come and join us. It will be paid. And the learning curve will be steep, but the learning curve will be a bunch of fun.  I guess we are looking for someone who loves film, editing, graphics, has a good eye for design. And can work with a small team to go and grow this company.   It is an amazing opportunity.  If we get this thing right, you will be able to work for any company in the world.  But then again, why would you want to leave. Email a link of a film you have down that you are happy with to:

Posted on December 04, 2013

Guest author: Luke Sital-Singh

We are huge fans of Luke Sital-Singh here at Hiut. Here's a nice little piece he's written for us:

HIUT Denim are such a unique company they make you wish they weren't. Their uncompromisingly passionate obsession with quality, craft, longevity, creativity, simplicity, detail, the future, the ancient, the slow, the small, the local, and above all great jeans - makes you wish there were more companies like them.  

Honestly they make the best jeans out there. I bought two pairs and they very kindly sent me a third. 

The company story is as compelling as the denim, one read and you'll be sold. I've also been enjoying the historytag idea, whereby I can journal everything I'm up to. You can view my tags here 

Until now i've never been that interested in clothes but now I want everything I wear to be as good as my jeans. Which is damn near impossible

I swear these jeans make me write better songs.

Watch Luke's new video here. It's on repeat here at the factory.

This is not a garage. This is the future.

This is a place to start things, not hoard things.

Let that coffee machine go and make bad coffee for someone else.

Let that running machine gather someone else’s dust.

All those things that you were given and never loved, say your goodbyes to them.

Let EBay do its thing. Just don’t set a reserve price. This isn’t a time to haggle.

This is your space to start something.

It doesn’t need heating.

It just needs your ideas.

It won’t judge them.

It won’t snigger at them like a cynic would.

It will be patient. The rent is cheap.

Just turn up.

And keep turning up.

The world will soon be glad you did.

Posted on October 23, 2013

Tagged: inspire

Why the best entrepreneurs are ‘Charlie Sticks’?

Learning from a simple roof build.

We go through life trying to show everyone how indispensable we are. Then something happens to show us that we are not. And, it’s a tough lesson to have to learn. But, as painful as it is, it’s an important life lesson. Because once you have learnt it, everything is different after that point.

Instead of building businesses around you, you start to build them around the central thing you want to change. The job of the charismatic entrepreneur is to build a team around the mission.

This is the real job of the entrepreneur. They have to find the right people. And, then go and get them on board. The future team have to be inspired to leave what they are doing. They have to feel that they are about to do their ‘life’s work’.

The whole success of the mission will depend on who joins the team, and just as crucially, why they are joining it. Because a team built around a strong desire to change something is a hard one to stop.

The best entrepreneurs build teams. They build them around the thing they want to change. And the team knows how to stay true because everyone on the team knows what true is. And ultimately, the best entrepreneurs build teams so strong that the business won’t fall down when they leave.

Indeed, The best entrepreneurs are ‘Charlie Sticks’.


An example from the building industry.

A reciprocal roof is a beautiful and simple self-supporting structure that can be composed of as few as three rafters, and up to any imaginable quantity. Reciprocal roofs require no center support, and they are quick to construct. They are extremely strong. So they are perfect for round buildings and for living roofs too.

To start building a reciprocal roof, you will have to first install a temporary central support that holds the first rafter at the correct height. The first rafter is called ‘The Charlie Stick”.

The ‘Charlie Stick’ supports the entire structure. Each new pole rests on the last for support. Then, once the last pole is in, the ‘Charlie Stick’ can be very gently taken away. Your roof will now bear its own weight.

The ‘Charlie Stick’ did its job.

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