6+ hours
Available now

Lazy Discipline Pro

How to create content that grows your business without really trying. (Or burning out.)
OverviewWho is this course for?What will I learn?What others say.Course benefitsYour coachFAQs

# Lesson 1. Define Your Unique Voice.

The chances of you being born were 1/400 billion.

Everything about you is unique…until you start writing.

Then you try to fit in.

You become ‘to whom it may concern.’

And you wonder why you are not winning the attention war.

This lesson is essential.

This is the MADE FROM CONCENTRATE they talk about on orange juice bottles.

There is an invisible wall between you standing out and staying stuck.

The Pro learns how to break through the noise.

Reassuringly, that comes from clarity, not working harder.

“I am not here to teach you to be more like me, I am here to teach you to be more like you.”

# Lesson 2. The Insight Factory.

'I don't know what to write.'

When the amateur says that, it is not a lack of ideas but too many.

They don’t know how to choose.

They don’t have a framework.

The framework makes finding ‘INSIGHTS’ easy.

The framework makes choosing which one to write about easy.

The framework removes indecision.

The PRO spends less time choosing and more time writing.

That is important.

The framework also teaches you to observe.

Better insights come from observing like a PRO.

Insights light the brain up in ways that information alone does not.

The PRO knows this.

And writes to light up the brain.

# Lesson 3. The PRO masters the Platform.

It is you versus the algorithm.

And yes, you are an adult.

And this is a dumb, stupid game.

But you are writing on LinkedIn to get attention.

And the algorithm decides if you get it.

All we must do is learn how it decides.

What are its rules?

What doesn’t it like?

What does it love?

The PRO learns the nuance of this darn thing.

When the PRO writes, they know how to beat the gatekeeper.

# Lesson 4. The Word Gym.

The Pro has the same number of letters as the amateur.

But the PRO has learned to rearrange them in a more powerful order.

The PRO has learned structure.

The PRO has proven frameworks.

The PRO understands the power of examples and metaphors.

The PRO knows which words hold magic.

The PRO went to the word gym.

But know this; the Pro is more like than you think.

They have the same number of hours in the day.

The same need for rest.

And the requirement for food.

But somewhere on their journey, they came to a decision.

To turn PRO.

To not dabble. Anymore.

# Lesson 5. Emotion is your superpower.

My business is different.

This is the biggest reason I hear why people can’t use emotion in their business.

And it is a big fat lie.

Every business is a conversation between one human and another.

And every business is a relationship.

And every relationship is either strong or weak.

And it is weak because you do not feel anything for the other human.

The PRO understands they must make people feel something about what they are talking about.

The PRO has empathy.

The PRO understands.

The PRO interrupts a conversation already going on in their head.

The PRO targets emotion.

The amateur avoids it.

“No tears in the writer, no tears in the reader.” Robert Frost.

# Lesson 6. How to use ChatGPT like a Pro?

The PRO has tools for an easy life.

The PRO has research systems.

The PRO uses technology to help them be more interesting.

Right now, the amateur is fearful about ChatGPT.

They should be.

Average is easily replaced.

But instead, the PRO has ALREADY learned how it will save them time on research.

And how that will free up more time for INSIGHTS.

More time for NEW viewpoints.

More time for UNIQUE conclusions.

The PRO will use this technology to gain more attention.

Who is this course for?

Business owners


Company of ones



Agency owners

Anyone struggling on the treadmill of creating more and more content to grow their business...

What will I learn?

A surprising way to create content that grows your business without really trying.

Without going to overwhelm.

And without spending a penny on ads.

This is a friction-free system of KEEPING you making content. Because the future belongs to those who keep going. Easy matters.

"You can’t put a price on the value that DO brings you. It’s exceptional."
Sally Wolff

Course benefits

- Real-world learning, actionable results.
- Example of what’s worked for us. And what hasn’t.
- This course is yours for life.
- Learn our hacks, to save you time.

Your coach

Who's running it?

David Hieatt
Co-Founder of The DO Lectures and Hiut Denim
David Hieatt has built brands from nothing with next to nothing, just by understanding a few basic rules of how to sell his story. One sentence at a time. Bankrupt at 16 and thrown out of college at 18. He joined Saatchi and Saatchi at 21. Had a ball. But after a decade or so, he left advertising to go back to Wales and build his own brands. He started howies in 1995. Sold it to Timberland. Left. Started The DO Lectures, which was voted one of ...

We've got the answers

When will I have access to the course?
Is this course mine for life?
I have a team and I’d like them to do the course. Do you do group discounts?
What if I purchase and don’t see the value?
30 day guarantee

If for some reason it’s not everything you expected, let us know within 30 days of purchase and we’ll refund you every penny. No questions asked.


6+ hours
Available now
6+ hours
Available now
Lazy Discipline Pro
David HieattBusiness
The way to create content that grows your business without really trying. (Or burning out.)

Copyright 2023. The DO Lectures All rights reserved.
Registered in England & Wales. Company Number: 06772325.