Charlie Hurst, Tom Noble and Will Sudlow on Flat White or F*ck Off
Published: February 22, 2026
Duration: 1:15:39
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 y...
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 y...