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!"
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Mar 24, 2024 
George Heaton, the founder and creative director of luxury streetwear brand Represent, shares his incredible journey from operating in a garden shed to building a multi-million dollar empire. He boldly declares work-life balance as a myth and discusses the importance of creating personal rules for success. He recounts near-failures that led to self-discovery and emphasizes the role of hard work and perseverance over fleeting motivation. The conversation also dives into the complexities of wealth, happiness, and building a community-centric brand.
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Hiring and Firing
- Hire quickly, but don't hesitate to fire even faster if necessary.
- Don't limit yourself by appearances; seek talented individuals who can exceed your abilities.
Loss of Motivation and Catalyst for Change
- George Heaton lost motivation for Represent around 2018 due to negative press and creative struggles.
- The brand's unprofitability that year became a catalyst for change and reinvention.
Self-Awareness and Delegation
- Self-awareness is crucial for founders to recognize their limitations and delegate effectively.
- This allows them to focus on their strengths and maximize the business's potential.
