“You have to make your customers feel something for the change you are making, or you will change very little. Understand what is in their hearts. Logic is a blunt tool in this regard. It makes perfect sense, it ticks all the boxes, but it changes very little. And guess what, intelligence is no better; it is overrated in its ability to either change things or behaviour. I think one of the best ways to leave your customers inspired, stirred, awoken, is to use emotion. Make them feel something.
Bare your soul. Tell your struggle. Tell your pain. Tell your lows. Be vulnerable. Be honest. Tell them how the world could be.
But most of all, be you. Open your heart. Most people just use their brain”
David Hieatt, Gründer von Hiut Jeans, Schottland