How the Flat White idea became a brand

Legendary British ad man Rory Sutherland invented a fake business on a podcast, a coffee shop appealing to the busy commuter called “Flat White or F**k Off.”

But it’s one thing to have a post go big on TikTok or Instagram… but to turn that viral moment into an actual COMPANY is a very different challenge.

On TWiST, Jason and Lon chat with Charlie Hurst, Tom Noble, and Will Sudlow, founders of the online brand “Flat White or F**k Off,” about how they took a funny little slogan and turned it into a string of popular social media accounts, a line of merch, a pop-up café, and let’s face it, an entire lifestyle.

PLUS we’ve got Mog and Dubs from Subnet 75 — Hippius! Hear how they’re using the blockchain for decentralized storage, and providing server space much cheaper than their famous hyperscaler rivals.

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Timestamps:

00:00:00 Intro

00:01:28 Plaud - If your work depends on conversations — interviews, meetings, calls — you need a Plaud NotePin. You can check it out at https://Plaud.ai/twist and use code TWIST for 10% off!

00:03:22 What is "decentralized cloud storage"?

00:05:42 How Hippius came together

00:09:57 LinkedIn Jobs - Hire right, the first time. Post your first job and get $100 off towards your job post at https://LinkedIn.com/twist.

00:11:38 Incentivizing miners

00:14:25 How many people are contributing?

00:18:42 But where does the value accrue?

00:20:18 Wispr Flow - Stop typing. Dictate with Wispr Flow and send clean, final-draft writing in seconds. Visit https://wisprflow.ai/twist to get started for free today.

00:29:55 Northwest Registered Agent. Get more when you start your business with Northwest. In 10 clicks and 10 minutes, you can form your company and walk away with a real business identity — Learn more at https://www.northwestregisteredagent.com/twist

00:35:53 The best places to eat in Dubai

00:38:06 The inspo behind "Flat White or F Off"

00:42:16 From social media to IRL business

00:53:06 The secrets of experiential marketing

00:57:28 Hospitality's "Rule of 3s"

00:59:33 Inside the Flat White London pop-up

01:13:11 Lon and Jason's Oscar picks

01:26:06 Lon went "Inside the Manosphere"

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