Rory Sutherland

“Flat White or F*** Off (FW/FO) - Rory's coffee concept — a pre-made flat white dispensed via contactless payment, no customization, two variants only (dairy and oat). Currently at trial stage.”

“There are two ways of making money. You can either make desirable things, or you can make things desirable. And each of them is as profitable as the other.”

“You pay attention to what irritates you. And instead of just complaining about it, that's a great source material. I think Jerry Seinfeld says, irritation is innovation.”