1+ hour
Available now

Lazy Discipline

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A word of caution

Join 2000+ Members.

Create content that grows your business without really trying.

Without going to overwhelm. And without spending a penny on ads.

Who this is for?

  • Business owners
  • Entrepreneurs
  • Company of ones
  • Freelancers
  • Consultants
  • Agency owners
  • Anyone struggling on the treadmill of creating more and more content to grow their business...

What will I learn?

  • A framework to make writing easy.
  • How to create content that grows your business without really trying.
  • How to avoid overwhelm.
  • How to turn an everyday conversation into a viral blog.
  • How to do all this without spending a penny.
  • A friction-free system of KEEPING you making content. Because the future belongs to those who keep going.

Course outline

  • Lesson 1. I will take you through my best performing posts, and why they worked. I will teach you the framework to follow for each post. It will show you how to easily build a pipeline of content just by learning to observe your every day. And how to apply insights from those observations.
    You will need this to go from blogger to Leadership. I will talk you through how I take the observation from an everyday conversation and turn it into a blog. This is not hard stuff.
  • Lesson 2. This will take you through how to use LinkedIn. That is where I have learnt to play. Everything from the number of hashtags, to your profile to how often to post. And why you can still win on organic posts in LinkedIn.
  • Lesson 3. Your system for easy. We will show you how to use Evernote. How the simple everyday helps you build ‘Coffee machines’ but one single espresso at a time. How your daily notes become a pipeline provider.
  • Bonus: Swipe File of best performers.

Our Bestselling Online Course

There are tons of courses out there. You have done many. Me too.

For most of them, it is questionable if they ever work.

And when they do work, they require even more of your time.

The answer to being less BUSY is not to be more BUSY.


I know too many entrepreneurs whose morning routine finishes in the afternoon. Not even kidding.

Therefore, what you need must be practical. Must work. Must be quick.

I am not a Guru.

I am an introvert.

I don’t crave the spotlight.

I won’t enter raffles in case I win.

I don’t feel the need to Instagram my life.

I have been sea swimming since a year last September.

But you wouldn’t know it from Instagram.

I am as cool with that as the sea is in February.

But I do feel it is important to help the DO community.

That is worth standing up for.

If I find something that can help your future self, I will always share that.
And this is something I had to share.

It’s called Lazy Discipline…

The reason I know it works is because it combines two important but different parts of the equation for me to make content. (And, I think it can help you too.)

It works with my abundance of laziness.

It works with my scarcity of discipline.

It brings together those unlikely bedfellows and gets THEM to gel like super glue.

I didn’t think it would work as well as it did. It surprised me.

It now surprises me every day.

The framework for beating ‘lazy’ ensured that I kept doing it.

The framework for gamifying ‘discipline’ ensured that what I wrote connected with the 3 parts of the brain that trigger engagement.

(It sounds geeky. But, when you understand it, you will stop doing what most people are doing. More on that in a bit.)

A very different way of thinking.

The hard thing about social media is the pressure we put on ourselves to knock it out of the park.

We are ambitious, we want to do amazing stuff, we want perfection.

The cost of that is each post is one almighty quest…and takes time.

And because in our head it must be this BIG THING, we end up not posting often. Because it must be GREAT, right?

But it turns out, posting often is….kinda important.

Think of it like this:
In coffee terms – it will make sense in a bit.

By wanting to do these massive posts, with huge production, well, that is the equivalent of wanting to make a coffee machine.


We would be better off making a single espresso.

Coffee Machines - lots of effort.

Single espressos – easy.


More details

Here's Some Data
But for those who have heard it all before, this section is for you. You know numbers. (1.67 million views. Likes. Re-shares. Etc.) Note to self: Information alone won’t get you excited. It starts to think about other things. Like you probably are now. As much as the logical part of you says you want this for reassurance, the brain actually wants to skip this and find the more interesting bit.
The Argument for Single Espressos
They are quick to make. Pack a punch. You can do one a day. Without much effort. So, you can keep going. And because you have a framework (more on that in a bit) on how to write them, you are never worried about what to write. Your pipeline comes from your observations each day. That makes it a ‘friction free’ writing approach. This is a huge part of Lazy Discipline. It lets you win at life as well as business. So, you have time to go for a coffee with all those other entrepreneurs who seem to have more time than you. Here’s to that.
Why Most Social Media Content Fails
Most content is information - 'Free tips!'. Most content is promotional – ‘Buy my life-changing service.’ The brain doesn’t light up with these ALONE. They are like a decaffeinated coffee. There’s no hit.

Lazy Discipline Framework

Writing often is ONE PART of it. For sure.

The system gamifies your laziness with a framework of EASY.

But ‘OFTEN’ must have the ‘DISCIPLINE’ of writing to trigger the brain.

Often NEEDS those words to CONNECT.

A single espresso has caffeine.

The Lazy Discipline system has emotion. That is its caffeine.

The framework taught me to make the most of those 10 minutes in which I have to write.

The framework made writing easy.

I was clear on the outcome.

I had to make another human feel something.

I knew information alone wouldn’t trigger that reaction.

But stories with an insight could make people feel something.

While others shared logic and self-promotion, I knew they would only speak to one side of the brain.

The side of the brain that gets bored easily. Hence, the lack of engagement.

Yet, when I wrote a personal post with honest emotion, it connected.

Emotion gets to the part of the brain involved in trust, belief and emotional decision making.

Instead of giving them a free tip, I was helping to reframe how they looked at the world – a trigger.

When you write that way, you’re a source of transformation.

You talk to the heart.

The decision-maker.

That is powerful.

Note To Self

Three parts of the brain that are responsible for making decisions.

1. Amygdala.

2. Hippocampus.

3. Prefrontal cortex.

The left side of the brain is more analytical, the right side more emotional and intuitive. Information tends to activate the left frontal lobe, which can often mean people are easily distracted. So, while they are reading your information, tips and expertise etc., they are thinking about something else.



Transformation > information.

New perspective > free tip.

Emotion > logic.


How can I get hold of this?

Normally I teach this as part of our Masterclass series which, because of its high price running into the thousands, means that only a few can get access. Then, as it is so valuable, I thought we should sell it at our standard price of £350, which would be more than reasonable.
But our desire on this is to show just what value we can bring to our community, by giving it at a price that, to be honest, doesn’t quite make any sense.


...we are going to add the bonus of my own swipe file of posts.


...I am going to give a bonus of my writing routine, which I wrote years ago, but have never shared on a course before. (Rule of thirds.)


...my headline cheat sheet.


...we are going to give away as a bonus Module 4 on Mojo Rising, which I think you will find super helpful.


...we are charging £59. We can take a small hit, to think long term of serving our community.

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 ...

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

Sally Wolff, Past Attendee
What to expect

Course features

Instant access
You'll receive your login details via email as soon as you purchase your place. Once you buy it, it's yours. For life. So you can return to these learnings again and again.
1+ hour of learning
I am talking 10 minutes a day. But because you will be taught the framework, that 10 minutes will pack a punch. Like a good espresso.
Actionable ideas
A framework to make writing easy.

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 offer group discounts?
What if I purchase and don't see the value?
How does this course differ from your others?
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.


1+ hour
Available now
1+ hour
Available now
Lazy Discipline
David HieattBusiness
Our Bestselling Online Course. Join 2000+ Members. Create content that grows your business without really trying. Without going to overwhelm. And without spending a penny on ads.

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