Thoughts

Set Non-Obvious Goals

Written by David Hieatt•Writing

This conversation changed my life.

It may help you to understand the importance of non-obvious goals.

“Hey Dave, tell me your plans?”

My answer: “Win some awards. Start an agency.”

I asked him the same question.

His answer: “Canoe to work.”

Mic drop.

He won.

And, to this day, that conversation guides my path through life.

It helped me decide to move back home to Wales.

Buy a house next to a river.

Buy a canoe.

And yes, in the summer, I canoed to work.

I even did a T-shirt with the slogan: Work hard, Canoe home.

It became a best seller.

And, it contributed to giving me the biggest payday of my life.

Thinking back, I had set myself obvious goals.

But, in truth, I was trying to fit in.

That conversation shook me up.

It made me realise there were other metrics of success.

There was a less paddled path.

My learning from all this.

You will not stand out by trying to fit in.
Non-obvious goals make you interesting.
They make you feel like you are winning on your terms.
They make you feel alive.

Choose your goals carefully.

Another example:

Jake Burton, founder of Burton Snowboards (RIP) had a rule of 100 days on the mountain.

Stay crazy.

Written by

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 ...