david hieatt

Don’t be a little bit better than something that already exists. Don’t be a tweak. Tweaks don’t make a huge change. Tweaks don’t make history. The real measure of “innovation” is the change in human behaviour that it makes.

The reason to have ideas is to create change. Small tweaks make a small change. A driverless car will create more change than a new improved turbo diesel engine. So before you sit down to design your product, work out the change that you want to make. You will design differently when you have this in mind. 

People will buy your product because the change it is going to make to their lives, to their health, to the planet. People buy change. So after you make it, be sure to sell the change it is going to make to them, and their lives. 

1,000 songs in your pocket is a good way to sell an iPod while the competition were selling how many gigs of storage they had. Sell the change. Not the product.

My new book: Do Purpose. Why brands with a purpose do better and matter more.  

More info on My Do Build a Great Brand for very little money Workshop in London in Sept:  

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