The Diary Of A CEO with Steven Bartlett

George Heaton (Represent Founder): From My Garden Shed To $100m Business Empire! "Work Life Balance Is Bullshit!", "That Letter Was The End Of Represent!"

Mar 24, 2024

01:44:45

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From starting in a shed to a $100 million business empire, George Heaton discusses work-life balance, success rules, Represent's near downfall, and motivation. The conversation explores family influence, shedding phase, scaling challenges, CEO transition, personal growth, and discipline vs. motivation.

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Quick takeaways

Success requires 24/7 dedication, from inception in a shed to aspiring for billion-dollar status.

Resilience in facing threats to brand existence showcases founder's determination and strategic resilience.

Cult following stems from brand's authenticity, disrupting fashion norms and fostering community engagement.

Transition to hiring a CEO signifies founder's growth in leadership, emphasizing self-awareness and adaptability.

Deep dives

Transition and Growth in the Business

The podcast explores a significant turning point in the business where stagnant revenue prompted a reinvention process. The founder details the challenges faced during a dark period from 2018 to 2020, including a legal battle over trademark ownership that threatened the brand's existence. Despite the immense pressure and anxiety, strategic operational changes were implemented, focusing on direct-to-consumer strategies and product innovation. Ultimately, overcoming these obstacles led to a remarkable transformation and resurgence in the brand's success.

Paradox of Early Stage Companies

00:44

Personal Transformation Through Discipline and Routine

02:34

Fostering People-Centric Company Culture and Business Growth Strategy

02:30

Discipline Over Motivation

01:46

Introduction

2min

Parental Influence on Entrepreneurial Journey

16min

Navigating Growth and Transformation

16min

Overcoming Misconceptions and Embracing Incremental Progress

2min

Revolutionizing Business Strategies for Remarkable Growth

2min

Navigating Challenges and Growth as a Young CEO

17min

Evolution of Represent Brand

6min

Reflections on Money, Happiness, and Business Struggles

17min

Exploring Pricing Strategies and Branding in the Fashion Industry

2min

10.

Exploring the Core Principles of Scaling a Cultish Business

2min

11.

The Power of Discipline in Achieving Success

4min

12.

Exploring Personal Change, Business Doubts, and Growth Strategies

3min

13.

The Importance of Co-Founders and Strategic Moves in Business Growth

14min

From starting in a shed to aiming to be a billion dollar company, the road to success is a 24/7 mission.

George Heaton is the owner and creative director of the British luxury streetwear brand, Represent.

In this conversation George and Steven discuss topics such as, why a work-life balance is bullshit, changing his life and writing his rules for success, how Represent was almost destroyed, and why he doesn’t believe in motivation.

(02:04) What is the mission you're on?
(02:14) What made you obsessed with winning?
(02:14) What influence did your father have on you?
(04:01) What was your brother Mike like?
(04:28) What did your parents do for a living?
(04:52) Did you always grow up wanting to be in fashion?
(05:36) The influence your older brother had on you
(06:33) When was the idea of Represent born?
(09:02) Where did that chip on your shoulder come from?
(09:35) What was his shedding phase like?
(11:31) Starting Represent in 2012
(14:01) Why don't people start?
(16:28) How do you feel now about the old products you used to make in the shed?
(17:13) What do you say to people who want to start their business?
(17:59) Trying to scale the business
(19:12) Hiring people
(25:15) How do people get the answers they need to take them to the next level?
(26:08) What made you step out of the CEO position and hire a CEO?
(28:29) A phase where you didn't like yourself
(30:17) How did you know you wanted to change?
(33:20) Creating those next steps for the business?
(39:53) Creating a solid company culture
(40:48) Self-awareness
(42:06) Staying in touch with the business side of things as a creative
(45:47) The letter that nearly ended Represent
(50:02) Company lawsuit
(53:03) What his experience of it was at that time
(55:19) What makes Represent special?
(57:33) What is it about Represent that we don't see?
(00:59:32) People stealing Represent's designs
(01:02:02) How do you view money now?
(01:03:47) What it's been like trying to create a life outside of the business
(01:05:03) The brand being linked to your self-esteem and identity
(01:08:58) How important is it that you surround yourself with the right people?
(01:10:25) Romantic Relationships?
(01:15:04) Opinions on work-life balance?
(01:19:51) Advice on how to run a clothing line
(01:23:37) How to get the motivation to go do the thing
(01:24:38) What have you learned from hiring?
(01:26:07) What if Michael decided he wanted to stop?
(01:29:29) What is next for George?
(01:31:01) What is the next goal?
(01:32:21) What are you good at?
(01:35:30) The next guest's question