Ellie Norman — Chief Marketing Officer at Formula E and former Chief Communications Officer at Manchester United — joins Rory Sutherland and Elfried Samba to talk about her time at Honda and Virgin Media through to Formula One and now Formula E.

Ellie explains how she walks into every room convinced she doesn't have all the answers, is always asking questions, and always learning.

The conversation explores how constraint forces creativity, why brand defensibility matters more than impression counts, and how the creator economy is rewriting the rules of sports marketing.

This episode unpacks what it really means to build fame, be easy to find, and be hard to leave — why she likes to hire people who are comfortable with uncertainty — and why common sense remains the rarest skill in any marketing department.

Follow Rory

Instagram: @rorysutherland_clips

TikTok: @Rorysutherlandclips

X: @rorysutherland

LinkedIn: in/rorysutherland/

Follow Elfried

Instagram: @elfriedsamba

LinkedIn: in/elfriedsamba/

https://www.butterflyeffect.xyz/

Follow Ellie Noman

LinkedIn: https://www.linkedin.com/in/ellietory/

X: https://x.com/EllieMNorman

https://www.fiaformulae.com/en

A Sassy+ original podcast series

Dr. Eliza Filby — historian and author — joins Rory Sutherland and Elfried Samba to examine why inheritance now matters more than income.

The conversation explores how the Bank of Mum and Dad has become a private financial system, why wages no longer deliver independence, and how access to family money shapes the risks people can take.

It looks at why Gen Z now inhabits a world where work alone no longer leads to security or progress.

This episode unpacks what happens when families quietly replace markets and the state as the real source of economic stability.

Follow Rory

Instagram: @rorysutherland_clips

TikTok: @Rorysutherlandclips

X: @rorysutherland

LinkedIn: in/rorysutherland/

Follow Elfried

Instagram: elfriedsamba

LinkedIn: in/elfriedsamba/

https://www.butterflyeffect.xyz/

Follow Eliza Filby

TikTok: @eliza_filby

Instagram: @dr_eliza_filby

A Sassy+ original podcast series

Oscar Ryndziewicz — founder of DFYNE — joins Rory Sutherland and Elfried Samba to unpack the decisions behind one of the UK’s fastest-growing private companies.

Ryndziewicz explains how DFYNE grew from a £6,000 credit card bet into a global activewear brand, why the company chose to scale from Glasgow rather than London, and how autonomy, simple metrics and trust replaced traditional management controls as the business expanded.

Drawing directly from DFYNE’s growth journey — culminating in its recognition as the UK’s fastest-growing private company in The Sunday Times 100 — this conversation explores how location, culture and leadership design quietly shape scale.

This episode looks at what happens when founders stop optimising for appearances, focus on outcomes instead of activity, and build systems that let people think for themselves.

Follow Rory

Instagram: @rorysutherland_clips

TikTok: @Rorysutherlandclips

X: @rorysutherland

LinkedIn: in/rorysutherland/

Follow Elfried

Instagram: elfriedsamba

LinkedIn: in/elfriedsamba/

https://www.butterflyeffect.xyz/

Follow Oscar

Instagram: @dfyne.official

https://uk.dfyne.com/

A Sassy+ original podcast series