The Fax Club Experiment

What if the breakthrough you need is hiding in a question you haven't asked yet?

Every Friday for a full year, 100 strangers received a counterintuitive question by fax machine.

Everyone was anonymous and known only by a number.

The simplicity of it created honesty, depth and surprising clarity.

The questions weren't easy.

If you could only work 3 hours a day, what would have to change?

Who do you counterintuitively need to spend more time with?

Under what circumstances is lying okay?

By week 52, only 32 of the original 100 were still participating.

This book contains the most thought provoking answers from that year.

Readers say:

⭐ "I read the entire book in one sitting."

⭐ "Essential reading for anyone in a position of influence."

⭐ "This book changed the way I think."

Inside, you'll find 52 questions that will make you rethink:

- how you work

- who you spend time with

- what success really means

- the stories you tell yourself

- what you might be avoiding

Alongside each question are honest, unpolished answers from founders, parents, artists, leaders and people navigating real life. The anonymity allowed them to think and write with a freedom we rarely give ourselves.

This book is for you if:

- You are tired of shallow answers to deep problems

- You want fresh and creative ways to approach challenges

- You want more meaning and less noise

- You feel that slowing down might reveal something important

The Fax Club Experiment is a book you return to whenever you need clarity, courage or a new way of seeing.

Your next breakthrough starts with a better question.

The 32 are the group of strangers who completed a year-long experiment that asked 100 people to buy a fax machine, stay anonymous, and answer one counterintuitive question every Friday. Only 32 made it to the end, and together they turned that year of thinking into The Fax Club Experiment.We come from across the UK, Europe and the US, and represent a wide range of lived experiences: founders, parents, creatives, leaders, educators, technologists, coaches and people in transition. Our diversity was invisible during the experiment, which is what made the work surprising, honest and unexpectedly intimate.What united us then, and still does now, is curiosity and a willingness to think differently.We care about deeper questions, clearer thinking and creating spaces where people can be fully themselves without performance or pressure.The Fax Club Experiment continues today as a community committed to exploring what happens when people slow down, ask better questions and work together in unconventional ways.We're always open to collaborations, conversations and new experiments.www.thefaxclubexperiment.com

David Hieatt has been described as a marketing genius. After leaving Saatchi, he built howies into one of the most influential active sports brands in recent years. After selling it to Timberland, he co-founded The DO Lectures, voted one of the top ten ideas festivals in the world by The Guardian. He started Hiut Denim in his hometown of Cardigan, Wales a town that used to have Britain s biggest jeans factory. Its purpose is to get 400 people their jobs back. In 2024, it was featured on BBC2's Inside the Factory. David has a cult internet following and has spoken at Apple, Google, Red Bull, the Hay Literary Festival. He is the author of Do Open: Why a simple email newsletter can transform your business (2017) and The Path of a Doer (2020).