Rory Sutherland, Vice Chairman of Ogilvy UK, and Elfried Samba, CEO and Co-Founder of Butterfly Effect and former Global Head of Social at Gymshark, explore the hidden blocks that slow teams down, from flawed strategies to missed cultural signals and outdated thinking.

Each episode breaks down a real challenge through the lens of behavioural science, digital strategy, and lived experience. Through conversations with industry pioneers and creative thinkers, they unpack why teams fail and reveal secrets for driving progress.

Joined by guests who’ve built, rebuilt, or reimagined entire industries, Rory and Elfried challenge assumptions, unpack failure, and explore what moves the needle.

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