Tom Noble is building his business in public — and letting the internet shape what comes next
There’s a meme I often see doing the rounds: “Give me the confidence of a middle-class white male.” And, well, British entrepreneur Tom Noble encapsulates it. But he combines that confidence with an u...
Tom Noble is a British entrepreneur who builds his businesses in public, leveraging social media platforms like LinkedIn and Instagram to engage with audiences and gather insights. After studying sustainability, working in accounting, and founding a sportswear business, Noble pivoted to tech and AI-powered websites. He soon realized that businesses were becoming easier to create, but standing out was becoming harder.
This led him to start Flat White or F*ck Off, a coffee chain that exclusively served flat whites, which went viral and gained over 30 million views. Despite the success, Noble admits that the venture was financially unsuccessful, costing £27,000 while only making £5,500. He also faced challenges in managing the various aspects of the business without a clear sense of ownership.
Following Flat White or F*ck Off, Noble took a month off and visited a vineyard, where he decided to start his own wine brand, Chateaunoble. He initially financed the venture by putting the cost of wine on his credit card and faced financial pressure as sales were slow. However, Noble believes that the wine business has potential and sees it as complementary to his growing profile as a creator.
He views physical businesses, like vineyards and coffee shops, as more aspirational and engaging for audiences on social media compared to digital products. Noble sees his ventures as mutually reinforcing, with each helping to generate attention for the other.
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