Recessions are essential. Don’t waste them.


These are the words that entrepreneurs, companies of one, and start-ups need to hear.

But do not want to hear.


In good times, you coast.

In tough times, you reinvent.


In good times, failure seems like something that only happens to someone else.

In tough times, failure seems like it something that could happen to you.


That is why these times are medicine.

The medicine you do not want to take.


You must remove the clutter.

You must remove the complexity.


You have to admit to yourself that you fell asleep at the wheel.

For the first time in a long time, you take a hard look at your business.


And you do not like what you see.

And it is ok to admit it.


You want the easy times to come back with every bone in your body.

But it is the difficult times that get you back to fighting weight.


These are the toughest of times.

And the bestest of times.


This is the time to have our BIG IDEA.

BIG IDEAS make you recession-proof.

Can anyone have a BIG IDEA?


Yes. And NO.


Every second, our brains are bombarded with about two million bits of data from our senses and nervous system.


That’s too much for our brain to process.


So, our brain has developed a system for filtering and prioritising information.


Otherwise, we would experience extreme overwhelm.


This all handled by the reticular activating system.


Out of the 2 million bits of data we receive every second, we only have the capacity to process around 147 bits.


It filters out 99.99%.


Now, what if the filter is not primed to find your big idea, then the answer is more likely to be NO.


But what if it was?


We have to make those 147 bits of data to be on the lookout for the BIG IDEA.

How will I know?


If we are lucky in life, we will have one or two BIG IDEAS.


When it arrives with you, YOU WILL KNOW.


This is not ‘this is cool’.


When it arrives with you, you will think why has no one else done this?


The futurist Jason Silva described it like this:


1. Develop a practice of ‘quiet time’ to prime your BIG IDEA.

2. Learn how to listen to your intuition.

3. Find something to fix. And fix it in a unique way.

# Module 1. The Practice.
You have to create some space for the Big Idea to come to you. Your brain has to do a lot. It has to process 2 billion bits of data a second. In order to cope, the brain filters that down to 147 bits of data. Now, we have created a 'Quiet Practice' to let the ideas take hold of your imagination. The best ideas come when we don't seek them.

# Module 2. Find something to Fix.
What have you come across that frustrates the hell out of you? Makes you angry. Makes you hopping mad. Now you need to ask another question: Is this a 'me' problem or is it an 'us' problem? It needs to be a problem that other people are frustrated by too. And, the next question is: Can you answer it in a unique way?

# Module 3. The Power of Intuition.
You want the bolt of inspiration to think of the idea no one else has come up with, so you want to cultivate conditions that invite that kind of inspiration. So you need to be able to tap your intuition. How can we prime this so it ALERTS us to something in our tracks. The problem with most BIG IDEAS is not that we don't have them but we walk straight on past them.


This workshop will teach you how to thrive even in a tough economy like we are having today.

If you are C.E.O (Chief Everything Officer) of a small business, this course is for you.

If you are working harder and longer without going anywhere, this course is for you.

If you feel like your business is running you, this course is for you.

Even if you haven't started your thing yet, this course is for you.

Tough economies need BIG IDEAS.

“9 years freelance and I ain’t spent a cent on training. After 10 days with David and Mike I’d do it every year. And happily pay double”

— Adrian Bentley

Who's running it?

David Hieatt,

Co-Founder - Hiut Denim & The DO Lectures

David Hieatt joined Saatchi and Saatchi at 21 years old. After a decade or so, he left advertising to build his own brands. He has built brands from nothing with next to nothing just by understanding a few basic rules of how to sell his story. Without a big marketing budget, he learned to build his brands. One sentence at a time.

Mike Coulter,

Founder - Habitualise & Tiny Habits Coach

Mike Coulter has been a copywriter forever. His timeless work has appeared (intermittently) in D&AD and he’s served on their prestigious copy jury. A Creative Director & writer on the DO's hugely influential ‘Side Projects Report’, more recently he trained and qualified in Behaviour Design with legendary Stanford University Professor BJ Fogg.

How does this workshop differ from the online course?

Good question. This workshop focuses on the importance of BIG IDEAS.

What do I need to bring?

Your favourite pen and notebook, and yourself. Nothing more, nothing less.

I have a team and I'd like them to do the workshop. Do you offer group discounts?

Great and yes! Drop us an email at with details of how many people are in your team and we'll sort something out.

What time does the workshop start and finish?

The course will run from 9.30am until 4.30pm at Cecil Sharp House, London.

Will lunch be provided?

Absolutely! Lunch, teas and coffees will all be supplied and included in the price.

Will there be time to speak directly with David and Mike?

The breaks in-between and also lunch is a great time for discussions. At the DO Lectures, we believe that the best conversations happen in the interim.


  • First 50 orders get an Early Bird price of £350, saving £50.
  • PLUS, you will get FREE access to Keyboard CEO Pro (worth £500).


We are happy to announce that our London workshops are back. Join us at Cecil Sharp House, 2 Regent's Park Rd, London NW1 7AY.

Friday 23rd September 2022.
9.30am - 4.30pm.
Tea, coffee and lunch provided.
100 attendees only.


Order now and get Keyboard CEO Pro for FREE (Worth £500)



Cancellation Policy: In case you can't attend, we will offer a full refund up to 7 days before the workshop starts. After then you will have to find someone to take your place.