This Week in Startups · Jason Calacanis
One Genius Rule That Made This Coffee Brand Famous | EP 2262
March 14, 2026·1 hr 30 min·5 clips
Three random guys turned Rory Sutherland's joke about a coffee shop called Flat White or F Off into a viral brand.
As heard by us
A simple coffee concept becomes a test of speed, focus, and founder fit.
Rory Sutherland's coffee-shop gag is recast as a plain business case: one drink, one choice, one fast process. Jason and Lon let Charlie Hurst, Tom Noble, and Will Sudlow walk through how a podcast idea becomes an operating brand, and the strongest material lands on customer…
Why you'd press play
You want a coffee-only idea turned into a real business and put on the spot.
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