The second film from our fantastic interview with David Hieatt, co-founder of Hiut Denim.

In our office in recent weeks we have had people distilling gin, baking bread, learning falconry (not actually in the office), homebrewing, cakemaking and I myself attempted to make cheese until I realised there’s actually a lot more to it than just waiting for milk to go bad.

Each attempt has brought varying degrees of success; Amy & Toby’s baking skills got a resounding thumbs up from everyone, our collective gin making skills nearly induced blindness.

Most of what was learnt of these skills and production methods was (initially at least), learnt from searching on google. Anyone, almost anywhere, can access information to learn how to do pretty much anything, and probably in ’5 minutes’ or ’3 easy steps’.

Of course this doesn’t mean you’ll learn how to get good at it, and as David explains in this film, just because you can do something it doesn’t mean that you should. So as information that was once hard to find becomes increasingly accessible and knowledge is perhaps democratised, its increasingly likely to be those Challenger Brand coffee and cheese makers who stay narrow, stay focused and put the hours in who will shine through and ultimately succeed.

A simple, yet powerful lesson in sacrifice and doing one thing well.

I think I’ll throw that milk out.