Will Sudlow

Flat White or F*ck Off

Will Sudlow also Founder of Ask The Impossible — an experiential agency built for the briefs most people won’t touch.

Now he’s part of the team behind one of the most talked-about coffee brands … ever.

Flat White or F*ck Off isn’t a provocation for the sake of it though. Will’s expertise sits in the psychology of choice — why too much of it paralyses us, why the brands we love most have already decided who they’re not for, and why a name that makes half the room uncomfortable might be the smartest marketing decision you can make.

In a category addicted to optionality, FWOFO chose a different strategy.

Fewer choices an an attitude that you don’t need to be everything to everyone.

Will is at Ideas Fest to challenge how we think about brands, decision-making, and the power of saying the quiet part out loud.