We have the best retail offer the West End can throw at us within a lunch time’s walk, yet I have just bought some jeans online, from a company I have never heard of before, who are based in Wales, and charge three times as much as Levis, who know a bit about the jeans business.
Why? well I came across the Hiut Demin Year Book 3, opened it. I read about why companies fail, why Elon Musk of Tesla and Paypal fame is an inspiration, and that Bill Gates thinks most people overestimate what they can do in one year but underestimate what they can do in ten. So far so good – I am a marketer and this resonates with me, specifically as we tend to work with business to business brands and what Hiut are saying from a brand perspective is absolutely in-line with my beliefs. Then the “Be Loose” spread hit me – “The hardest thing is to relax when we care the most”. This resonates with me so much and is exactly how I was feeling – the everyday running of a business, the demands of a great set of clients, the high expectations we put on ourselves to be better. The solution – “make a contract with failure and say you accept the worse that can happen. Learn how to breathe. Learn how to breath even when you are really tense”. Simple. So the involuntary response is to want to be part of that brand and indulge in their products because there is a connection on such an emotional level that the personal benefit you get from wearing those jeans is priceless. They are not just another pair of jeans hanging up in my wardrobe, they are a pair of jeans which tell me to breathe every time I forget to put life into perspective and enjoy every single day of it. That’s why I have just bought a pair of jeans from Wales.

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