Rory Sutherland, Elfried Samba and Lottie Whyte on founder focus and knowing your customer

Growth stalls when founders lose focus.Lottie Whyte, founder of MyoMaster, joins Rory Sutherland and Elfried Samba to unpack how simplifying the business, listening to real demand, and saying no to opportunity unlocked scale.From early trade-show insights and customer objections to near-failure and relentless focus, this conversation explores how clarity, not complexity, drives sustainable growth. Follow Rory: Instagram: @rorysutherland_clips Tiktok: @Rorysutherlandclips X: @rorysutherland Linkedin: in/rorysutherland/ Follow Elfried: Instagram: elfriedsamba Linkedin: in/elfriedsamba/https://www.butterflyeffect.xyz/ Follow Lottie: Instagram: @lottiewhyte/ Linkedin: in/lottie-whyte https://myomaster.com/ A @Sassy+ original podcast series