HUNGRY.

Rory Sutherland

took a TOTALLY new angle to this conversation

Rory like you’ve never heard him before.

ON THE MENU:

1. Bottle Neck Theory: how brands can use Bottle Neck Theory to grow their brand, Bottle necks will move
2. The 7th Law of Persuasion: “Confession works well in the church and well in the advertising room”
3. Bryon Sharp: Mental Availability vs. Physical Availability: most brands struggle with one or the other
4. Nassim Taleb, KFC Salads,
5. Marketeers Need to think like M16 Detectives: We need more models, Cop DNA model you need different models
6. Nassim Taleb Predicatablity vs. Randomness in Brand Building: Exposure to natural variation in stimulus is healthy for humans
7. Will Guidara Pursue Contradictory Goals “Excellence & Hospitality” + “Surprise & Consistency”
8. How Couples Sexting in 1980’s
9. Churchill’s Marketing Secrets to win world war two
10. Smart answers lie in dumb questions
11. M16 and Bletchley Park Hiring tactics for Challenger Brands: Hire someone who’s mentally unusual, then find a role for them
12. JOB Descriptions are DUMB. Hire someone who’s mentally unusual, then find a role for them
13. A lot of people do nothing, some people do a lot
14. Just because it makes sense, doesn’t make it true
15. We underestimate the power of randomness in Everyday life
16. Rick Rubin: You’re measured on your outputs “Distraction is not procrastination”
17. What are we trying to do here really?

• Exposure to natural variation in stimulus is healthy for humans
• How this plays into branding, I.e. predictability vs randomnes.

18.Engineering solutions are deterministic, Change behaviour it’s cheaper, probabilistic
19. The Disney Question: just because it makes sense, doesn’t mean it’s true.
20. The Dunbar Number No One Can Make Meaningful Relationships Past 150 People Humans Can Only Have About 150 Friends Max

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Barney believed a £50 million pound deal was on the table… but he was nervous.

The year before he’d been stung.

Stung sharp. Like vinegar and scratched in a paper cut.

Barney got so close. Breathtakingly close. Frustratingly close.

Fuel10k’s Dream Exit.

Big Poppa Dough. Life-changing coin.

Fell through,last minute.

Snatching defeat from the jaws of victory.

This time, Barney was serious.

A balmy Spring evening. Italian restaurant. Belgravia.

Over seafood spaghetti and red wine

Barney looked deep into the white of his eyes.

Unflinchingly, Barney said

“Are Premier serious this time?”

This timePremier were.

October 2024, Barney got the big exit.

Founders,

Navigating the “exit” is perturbingly discombobulating

The 2D map never predicts the 3D terrain

Barney and I dive deep into nuances of the 3D exit terrain

It’s Easier Than You Think To Exit Your Brand For Millions - Fuel10k Founder

ON THE MENU:

1. Why premier foods almost pulled out of the deal? 95% of deals fall through
2. It’s ain’t a deal, till the second deal is done, It ain’t a thing until it’s a thing
3. Plan A vs Plan Bcarry on building the business
4. Thinking about exit will disrupt the karma in your business
5. 10 million revenueStrong EBITDAHow do private equity 3x your business
6. Retrospective strategising is dangerous
7. Why will this person buy your business? Didn’t have a breakfast range, protein lasting trend
8. Do One Thing Well. Why Fuel10K owned breakfast first, then stretched to morning
9. Language is the biggest barrier to communication
10. Personalities: people buy from people
11. Failure Porn vs Mistake Porn:
12. Skunk Works: small companies and can move fast
13. Why would someone buy your brand?
14. How much would this business multiply for?
15. Do research on your buyer
16. Two characters into the same meeting
17. Innocent: codify your values + Codify your values, very, very tightly
18. People vs Perspective
19. Become big one to one buyer: One occasion in the morning, you’re going to dilute somewhere
20. Tidy yourself up as business to get a massive exit
21. 2D Map vs 3D Terrain:
22. ALL IN. GO ALL IN. Necessity is the biggest motivator

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what do you put in your deck to win a listing? 

what do you put in your deck to move from 100 stores to 500 to 1000 to 2000? 

How does your marketing change as you move from challenger <> a house hold brand? 

Is distribution just vanity metric for founders? 

Joy to sit down with CoOp Head of Buying Rebecca Oliver Mooney 

And Data Don Corleone, Kieran South 

For a challenger chinwag

ON THE MENU:

1. Data tells, story sells - buyers still wanna feel the goosebumps

1. Will Stor Science of Storytelling - humans are homo-nagens, the story telling animal

1. Why Stories keep us safe but data is the comfort point for buyers 

1. Nassim Taleb Data = confidence, rationality = survival 

1. 3 questions to ask before every pitch 

• What need are you fulfilling?
• What’s the need ?
• Who has that need?
• Where are those that have the need?

1. Shelves Are Not Stretchy: where is the gap and unmet need in the category?

1. Hunter vs Farmer Mode: conversation moves from distribution to rate of sale, shelf, basket, homes

1. The Hidden Cap-Ex requirements for More Distribution 

1. Brands: Do the right thing for the shopper and do the right thing for the customers P&L 

1. DASH, Gym Kitchen, Wild Growth explained: understand where your shopper wants to move next? 

1. Brands, always ask: What’s the most important message we want to land? 

1. Brands, always ask: what are the shopper barriers? 

1. Why distribution is just a vanity metric: penetration really builds house hold brands

📙Download HUNGRY Big Banging Reading list here 
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If you ONLY do one thing next week. Do this.

Scoff this conversation down your earlobes

HANDS DOWN.

One of the most important conversations I’ve EVER had.

We dove deeper.

deeper.

deeper

deeper.

Crossing the chasm from challenger “Thinking” to challenger “Being”.

I’ve listened back 4 times.

Scribbled copious scraggly notes.

Still unearthing glistening pearls of pithy and profound wisdom.

Totally honored to welcome David Hieatt to HUNGRY.

David’s career is challenger “Being”

- worked at Saatchi & Saatchi and Saatchi, before founding howies in 1995 and selling to Timberland, a VF Company.

- created The DO Lectures - voted one of the top 10 idea festivals in the world by The Guardian Over 150 million views online.

- founded and building Hiut Denim Co.

SO excited for you to listen to this.

ON THE MENU:

1. Why challenger brands must be a Speed boat not an Ocean liner - lean into being small, nimble, agile

2. The way to the future is to get there before anybody else, Speedboats get there faster.

3. Why scale kills magic - challenger brands must 10 x creativity vs. 10 x size.

4. Why growth can be stressful - your company starts running YOU, don't climb the wrong mountain.

5. Why "Busy, Shallow" is the most dangerous place for challenger brands - stay in the" Deep, Impact" zone.

6. Why Creativity is NOT following - remember BIG ideas are often small

7. Why challenger brands MUST find their voice, your voice is the difference between a blunt and sharp arrow.

8. Fall in love with the dark days - people only ever remember the peaks

9. Why your hope needs grit and don’t turn your imagination into worry (this may be the best thing I’ve EVER heard)

Every top food and drink founder reads our Newsletter - why wouldn't you?

https://hungryfeast.beehiiv.com/

Watch the full shabang on Youtube -

 https://www.youtube.com/@HungryFMCG/videos

Let’s link up on LinkedIn - https://www.linkedin.com/in/daniel-pope/

Stalk me on Insta- https://www.instagram.com/_hungry.pod/

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

📙Download HUNGRY Big Banging Reading list here 
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The UK Is The Most Obese Country in Europe

one of the best poddy’s I’ve EVER recorded

Henry Dimbleby is an utter genius

Founder of LEON and “Ravenous” author

Henry takes gargantuan complex topics

Emingwayifies them down to

ludicrously lucid simple

my brain literally E-X-P-L-O-D-E-D with new ways of thinking

pithy aphorisms pix n’ mix

curiosity treasure chest

enjoy x

ON THE MENU:

1. Ernest Hemingway: The Curse of Complexity & Brutal Simplicity of truth…”the first draft of everything is sh*t”
2. Spiders On Speed: The Complications of System Thinking
3. Restaurants Ordering Lamb, Good & Bad Feedback Loops… “the system will always react to an intervention”
4. Chocolate Pudding vs. Kale: Survival of The Fittest, the Amygdala and why we’re sick and obese
5. The Junk Food Cycle & CEO Incentives: “it’s not the CEO’s fault for selling bad food”
6. “In Business you often don’t actually understand what’s working, don’t risk changing what you’ve lucked upon”
7. Escalating & Reinforcing feedback loops: always look for the big feedback loop and attack there.
8. Finland, Mushroom Sausages & Nudging theory: “always attack the system from all angles”
9. The Invisibility of Nature: why you can’t count nature in your wallet or in cell E18
10. Why “Starting a business is like looking into the abyss whilst chewing glass” - Elon Musk
11. System Thinking = Competitive Advantage “Understand the system you’re in, react faster than your competitors, win”
12. LEON Menu Pictures & Nassim Taleb’s Stochastic Tinkering “you don’t know what’s working, so try everything”
13. 3 Types of Founder Stress 1. Reality Lags Behind Vision 2. Internal Self Doubt 3. External Stress
14. LEON Brand Strategy “we always wanted to create McDonald’s in Heaven”
15. Winning Not Fighting by John Vincent + Why Leon Train Their Baristas with Heart rate Monitors
16. Martial Arts & Brand Building: “Don’t rush into every fight, save your energy for the right fight”
17. Excellence is The Ability to Withstand Pain - “Overtime your pain tolerance increases, Business gets easier as you get older”
18. The Invisibility of Nature in Brand Building: Trust is something you can’t measure, but it’s EVERYTHING
19. ‘Embrace external stresses” because External Stress = excitement = creativity
20. Why Economics lives INSIDE nature not OUTSIDE nature
21. Why Business is a battle against entropy… “use your energy to turn chaos into order”

📙Download HUNGRY Big Banging Reading list here 
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