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 RoryInstagram: @rorysutherland_clipsTikTok: @RorysutherlandclipsX: @rorysutherlandLinkedIn: in/rorysutherland/Follow ElfriedInstagram: elfriedsambaLinkedIn: in/elfriedsamba/https://www.butterflyeffect.xyz/Follow OscarInstagram: @dfyne.officialhttps://uk.dfyne.com/A Sassy+ original podcast series

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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