{"podcast":{"title":"The Human Risk Podcast","slug":"the-human-risk-podcast-1190411","podcast_index_feed_id":1190411,"rss_url":"https://www.spreaker.com/show/3550448/episodes/feed","website_url":"http://www.humanriskpodcast.com","image_url":"https://d3wo5wojvuv7l.cloudfront.net/t_rss_itunes_square_1400/images.spreaker.com/original/ca0f55dc4b29e5aa9f38362d45447406.jpg","author":"Human Risk","episode_count":369,"summary":"People are often described as the largest asset in most organisations. They are also the biggest single cause of risk. This podcast explores the topic of 'human risk', or \"the risk of people doing things they shouldn't or not doing things they should\", and examines how behavioural science can help us mitigate it. It also looks at 'human reward', or \"how to get the most out of people\". When we manage human risk, we often stifle human reward. Equally, when we unleash human reward, we often inadvertently increase human risk. To pitch guests please email guest@humanriskpodcast.com","last_synced_at":null,"page_url":"https://stenobird.com/podcast/the-human-risk-podcast-1190411"},"episode":{"title":"Charlie Hurst, Tom Noble and Will Sudlow on Flat White or F*ck Off","slug":"charlie-hurst-tom-noble-and-will-sudlow-on-flat-white-or-f-ck-off","published_at":"2026-02-22T16:47:13+00:00","page_url":"https://stenobird.com/podcast/the-human-risk-podcast-1190411/charlie-hurst-tom-noble-and-will-sudlow-on-flat-white-or-f-ck-off","show_page_url":"https://stenobird.com/podcast/the-human-risk-podcast-1190411","url":"https://www.spreaker.com/episode/charlie-hurst-tom-noble-and-will-sudlow-on-flat-white-or-f-ck-off--70208339","audio_url":"https://api.spreaker.com/download/episode/70208339/flat_white_or_f_ck_off.mp3","summary":"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 audience before you open a shop Share your financials publicly Deliberately polarise rather than please Discover why Charlie, Tom and Will spent £22,000 on a one-day loss-making pop-that served as a live experiment; part marketing, part proof of concept, part behavioural case study. We discuss why constraint can be liberating, why queues affect perceived quality, how social proof shapes demand, and why narrowing your audience can be more powerful than trying to attract everyone. This isn’t just a story about coffee. It’s about conviction, creative constraint and what happens when you deliberately ig…","meta_description":"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…","key_points":[],"chapters":[],"topics":[],"duration_seconds":4539,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-human-risk-podcast-1190411/episodes/charlie-hurst-tom-noble-and-will-sudlow-on-flat-white-or-f-ck-off/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/the-human-risk-podcast-1190411/charlie-hurst-tom-noble-and-will-sudlow-on-flat-white-or-f-ck-off.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}