Charlie Hurst, Tom Noble and Will Sudlow on Flat White or F*ck Off
About this episode
The episode discusses the journey of three founders who turned a podcast thought experiment into a successful coffee brand.
What happens when someone runs with a business idea they've heard as a thought experiment on a podcast? Can a business have an expletive in its name? And is it possible to run a business that sells a single very specific product? Episode Summary On this episode, I’m joined by Charlie Hurst, Tom Noble and Will Sudlow — the founders of Flat White or F* ck Off *, a coffee brand inspired by a thought experiment by friend of the show,Rory Sutherland. The concept is simple: sell one thing — flat whites — and if you want something else… the answer’s in the name. ⚠️ *Given the name of the business, this episode contains a lot of swearing! Within four months of hearing the idea on Jamie Laing’s Great Company podcast, they’d banded together — having never met but being isnpired to give the business a go — built a brand, grown an audience of tens of thousands, and served 1,500 flat whites in a single day at a London pop-up. Most people would've treated Rory's idea as an interesting thought experiment. But Charlie, Tom and Will decided — with Rory's blessing — to actually build it. In an extended conversation, we explore what it means to: Build a brand before you have a product Grow an…
People in this episode
Guests: Charlie Hurst, Tom Noble, Will Sudlow
Topics covered
- business ideas
- branding
- entrepreneurship
- coffee industry
- audience growth
Mentioned in this episode
Organizations: Jamie Laing’s Great Company podcast, Flat White or F*ck Off
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