The winning strategy to build a brand these days: Have an idea, act quickly and create viral content. When Rory Sutherland invented a fake business on a podcast, a coffee shop appealing to the busy commuter called “Flat White or F**k Off,” Charlie Hust, Tom Noble, and Will Sudlow acted quickly: They got Rory’s blessing, and they created viral content. This ties right into J-Cal’s advice for young people: You’re either creating, or you’re waiting.