At Large with Scott Norton – Details, episodes & analysis

Working from a home office outfitted with a built-in test kitchen, Jerry Greenberg has launched six distinct restaurant concepts—from elevated sushi to handmade pasta to Philly cheesesteaks. The most iconic of these is Sugarfish, a cult-favorite sushi chain revered for its meticulous yet effortless approach to the dining experience.

Tall, trim, and totally composed, Jerry is not what you picture when you hear “restaurateur.” Yes, he once took a tech company public in the ’90s, but don’t mistake him for the money guy. For Jerry, it’s all about the food.

In this conversation, Jerry shares how he and his partners treat each concept like a Rubik’s cube, twisting every detail until it clicks. From menu to lighting to timing, every element serves a singular mission: to deliver that one transcendent bite when a guest says, “Damn, that’s good.”

On this show, I seek out “business artists.” These are artists who build a business to get their creations into the world, and businesspeople who approach company building with the intentionality of an artist. Jerry fits both of these definitions.

Please enjoy my conversation with a restaurateur, business artist, and obsessive entrepreneur. This is Jerry Greenberg, At Large.

Show Links:

• Sugarfish

• Nozawa Bar

• Kazu Nori

• Hi Ho Cheeseburger

• Uovo 

• Matu

• Sugarfish’s Rice Cookers

• First Light Farms Grass Fed Beef

• Unagi

• Peter Bjorn and John - Young Folks

  
  

📸@swhnorton 

🐦@swhnorton

🖥️www.atlargeshow.com

…….

This podcast is made available solely for entertainment and educational purposes. The information presented here does not constitute investment, legal, or other professional advice, and should not be construed as an offering of advisory services, or as a solicitation to buy, an offer to sell, or a recommendation of any securities or other financial instruments. The thoughts and opinions expressed by or through this podcast are those of the individual guests and speakers and do not necessarily reflect the views of any investment advisor. The discussion on this podcast of any entity, product or service does not imply an endorsement thereof, and the guests may have a financial interest, whether through investment or otherwise, in one or more of any such entities, products or services. 

Did you enjoy this episode? Leave a 5 star rating on your podcast app and comment below.

Today’s guest is culinary powerhouse Missy Robbins. Chef and co-owner of the acclaimed Lilia and Misi in Brooklyn, she’s written standout cookbooks and carved her reputation one hand-rolled pasta shape at a time. 

But this conversation isn't just about accolades. It’s about brinksmanship. Missy opens up about nearly walking away from cooking altogether, and the unlikely business partner who nudged her to greatness, changing her course, and maybe her fate. She tells the story of transforming a derelict auto body shop into one of New York’s most coveted tables.

And we host a game show segment where I quiz Missy on increasingly obscure pasta shapes, and she tests my knowledge of condiments to see if I’m a sauce boss, or a sauce fraud.

Here’s Missy Robbins, at large.

Show Links:

• Milan: Butter and Olive Oil

• Missy’s Instagram

• NYTimes: Missy Robbins to Leave A Voce

• NYTimes: Missy Robbins Embraces Simplicity at Misi

• Worcestershires meme 

• Pasta: The Spirit and Craft of Italy’s Greatest Food (Amazon)

  
  

📸@swhnorton 

🐦@swhnorton

🖥️www.atlargeshow.com

…….

This podcast is made available solely for entertainment and educational purposes. The information presented here does not constitute investment, legal, or other professional advice, and should not be construed as an offering of advisory services, or as a solicitation to buy, an offer to sell, or a recommendation of any securities or other financial instruments. The thoughts and opinions expressed by or through this podcast are those of the individual guests and speakers and do not necessarily reflect the views of any investment advisor. The discussion on this podcast of any entity, product or service does not imply an endorsement thereof, and the guests may have a financial interest, whether through investment or otherwise, in one or more of any such entities, products or services. 

Did you enjoy this episode? Leave a 5 star rating on your podcast app and comment below.

Alex Bogusky didn’t just change advertising — he rewrote the rules. 

Many people have been called the father of modern advertising, but today you're going to hear from the man I call the father of postmodern advertising.

Alex was named creative director of the decade by Ad Age for the work he led as a partner at his agency, Crispin Porter and Bogusky. His work has received countless awards and he's in the hall of fame of both the Art Directors Club and the American Advertising Federation.

Alex is best known for launching Mini Cooper in America, anti-smoking ads for the Truth campaign that enraged big tobacco, ads for Domino’s Pizza that ignited an 80-fold increase in their stock price, and arguably his most groundbreaking work: Burger King’s Subservient chicken - one of the first digitally native campaigns to go viral online, and one that changed marketing forever.

This is an episode with two chapters. In chapter one, we'll talk to Alex about the creative process that went into his best known campaigns. In chapter two, we'll talk about his spiritual journey of finding peace, and healing after the death of someone very close to him. Ladies and gentlemen, I present to you from Boulder Colorado, Alex Bogusky.

—

Show Notes:

• Alex Bogusky Website 
• Ikea - Lamp 
• Volkswagen - Driver’s Wanted 
• Truth Anti Smoking - Body Bag 
• Pizza Turnaround 
• Mini Cooper Ads
• Subservient Chicken Ad 

📸@swhnorton 

🐦@swhnorton

🖥️www.atlargeshow.com

…….

This podcast is made available solely for entertainment and educational purposes. The information presented here does not constitute investment, legal, or other professional advice, and should not be construed as an offering of advisory services, or as a solicitation to buy, an offer to sell, or a recommendation of any securities or other financial instruments. The thoughts and opinions expressed by or through this podcast are those of the individual guests and speakers and do not necessarily reflect the views of any investment advisor. The discussion on this podcast of any entity, product or service does not imply an endorsement thereof, and the guests may have a financial interest, whether through investment or otherwise, in one or more of any such entities, products or services. 

Did you enjoy this episode? Please leave a 5 star rating on your audio platform and comment below your favorite part of the episode. See you next week!

My guest today is Alexis Gay. While on the rise in her career in tech, Alexis took to the internet to lampoon her own industry as her social alter ego, @yayalexisgay. With razor sharp comedic instincts and magnetic screen presence, she pokes fun at the absurdity of a new professional class that’s trying to put a dent in the universe while navigating petty personal problems. After 25 million video views, countless industry conference keynotes, and over a hundred episodes of her podcast Non-Technical, Alexis has left her desk job and incessant slack notifications behind. She’s now started a new chapter as an entertainer, trading annual performance reviews for nightly standing ovations.

After debuting her one woman show Unprofessional at the Edinburgh Fringe Festival in Scotland, she’s taking it on an eight city tour across the United States. We sat down a day before her performance in Los Angeles to talk about her travels in the creator economy and her craft of self-parody.

Please enjoy my conversation with the consummate unprofessional professional, Alexis Gay. 

Show Notes:

Alexis Gay Website 

Alexis Gay Instagram 

“Unprofessional” tour dates and tickets 

The War of Art Book 

The Body Keeps the Score book 

Box Breathing 

Cat Cohen

Alex Edelman 

The Artist’s Way

📸@swhnorton 

🐦@swhnorton

🖥️www.atlargeshow.com

…….

This podcast is made available solely for entertainment and educational purposes. The information presented here does not constitute investment, legal, or other professional advice, and should not be construed as an offering of advisory services, or as a solicitation to buy, an offer to sell, or a recommendation of any securities or other financial instruments. The thoughts and opinions expressed by or through this podcast are those of the individual guests and speakers and do not necessarily reflect the views of any investment advisor. The discussion on this podcast of any entity, product or service does not imply an endorsement thereof, and the guests may have a financial interest, whether through investment or otherwise, in one or more of any such entities, products or services. 

Did you enjoy this episode? Please leave a 5 star rating on your audio platform and comment below your favorite part of the episode. See you next week!

Years ago, I made a pilgrimage up the Hudson river to visit a guru. Conscientious, soft spoken, and sporting a shiny bald head, he had the profile of a wiseman in eastern philosophy. But in fact, he was a guru in the secular (yet mystical) philosophy of marketing.

Towards the end of our meeting, as I asked for advice on growing our startup Sir Kensington’s, he wrote a note on a piece of torn paper and slipped it across the table. I picked it up and read it: “People Like Us Do Things Like This.” 

Huh? 

My guest today is Seth Godin, whose work I've followed for nearly 20 years, and has informed both the businesses I've built and how I evaluate companies for investment.

Seth is the poet laureate of modern marketing. His genius lies in his ability to distill complex ideas into clear, actionable insights that resonate in today's attention-scarce world. And in a world addicted to shortcuts and quick wins, Godin’s message is refreshingly real and profoundly human: great work takes guts, vision, and the courage to stand out. As Seth says, "safe is risky."

Today we'll talk about his greatest hits -- though we took this occasion to talk about his brand new book, "This is Strategy" which he simplifies strategy into what he calls "a philosophy of becoming."

In Seth's world, marketing isn't just about selling - it's about making a difference. So if you want to build something consequential, queue up Seth's books on your kindle and please enjoy my conversation with Mr. Seth Godin.

Website Show Notes:

• First, ten blog post https://seths.blog/2009/04/first-ten/
• The Purple Cow https://www.amazon.com/Purple-Cow-Transform-Business-Remarkable/dp/014101640X
• Tribes https://www.amazon.com/Tribes-We-Need-You-Lead/dp/1491514736
• This is Marketing https://www.amazon.com/This-Marketing-Cant-Until-Learn/dp/0525540830/
• This is Strategy https://www.amazon.com/This-Strategy-Better-Elevate-Community-ebook/dp/B0CXWV8G29/
• The Carbon Almanac https://thecarbonalmanac.org/
• Askinosie Chocolate https://askinosie.com/
• Dürer's Rhinoceros https://en.wikipedia.org/wiki/D%C3%BCrer%27s_Rhinoceros
• Your business card is crap https://www.youtube.com/watch?v=4YBxeDN4tbk
• Seth’s dosa recipe https://seths.blog/modern-dosa-cookbook/

📸@swhnorton 

🐦@swhnorton

🖥️www.atlargeshow.com

…….

This podcast is made available solely for entertainment and educational purposes. The information presented here does not constitute investment, legal, or other professional advice, and should not be construed as an offering of advisory services, or as a solicitation to buy, an offer to sell, or a recommendation of any securities or other financial instruments. The thoughts and opinions expressed by or through this podcast are those of the individual guests and speakers and do not necessarily reflect the views of any investment advisor. The discussion on this podcast of any entity, product or service does not imply an endorsement thereof, and the guests may have a financial interest, whether through investment or otherwise, in one or more of any such entities, products or services. 

Did you enjoy this episode? Please leave a 5 star rating on your audio platform and comment below your favorite part of the episode. See you next week!

Sometimes you’ll meet someone, and halfway through the conversation it dawns on you: This person is different. This is a person doing their life’s work. Nicholas Coleman is undeniably one of those people. And with eloquence to match his passion, the more he shares the more interesting he becomes.

Nick is one of the world’s foremost experts on olive oil. He is an educator, speaker, and co-founder of Grove and Vine, a full service bespoke olive oil merchant and producer. Nick chases the harvest annually through the northern and southern hemispheres to deliver a curated selection of the freshest extra virgin olive oils to both home cooks and Michelin starred restaurants.

Nick was the chief oleologist at Eataly for seven years, a position they created for him and has judged countless olive oil competitions around the globe. He is a lifelong musician and bassist alongside Action Bronson in their band, Dr. Bachlava and Human Growth Hormone.

In this interview, Nick will teach us how to properly select and taste olive oil, how to squeeze two days into every one, what it’s like to collaborate with Action both with oil and music, and the secret to landing your dream job.

Prepare to learn everything you’ve ever wanted to know about olive oil and the business surrounding it, and enjoy my conversation with oleologist Nicholas Coleman.

Want to try Nick’s oil? Listeners can use the code "atlarge" at https://groveandvine.com/ for $20 off a Grove and Vine membership.

Recorded at studio and community space 57 NYC.

Show Notes:

• Grove & Vine https://groveandvine.com/
• Grove & Vine Video https://www.youtube.com/watch?v=f1vsz8letvc
• Eataly https://en.wikipedia.org/wiki/Eataly
• Action Bronson https://www.instagram.com/bambambaklava/?hl=en
• Dr. Bachlava and Human Growth Hormone - Tiny Desk Concert https://www.youtube.com/watch?v=CUN8pdgA0m8
• Ribollita Recipe https://cooking.nytimes.com/recipes/1016052-ribollita
• Nick’s Instagram @oleologist https://www.instagram.com/oleologist/?hl=en

📸@swhnorton 

🐦@swhnorton

🖥️www.atlargeshow.com

…….

This podcast is made available solely for entertainment and educational purposes. The information presented here does not constitute investment, legal, or other professional advice, and should not be construed as an offering of advisory services, or as a solicitation to buy, an offer to sell, or a recommendation of any securities or other financial instruments. The thoughts and opinions expressed by or through this podcast are those of the individual guests and speakers and do not necessarily reflect the views of any investment advisor. The discussion on this podcast of any entity, product or service does not imply an endorsement thereof, and the guests may have a financial interest, whether through investment or otherwise, in one or more of any such entities, products or services. 

Did you enjoy this episode? Please leave a 5 star rating on your audio platform and comment below your favorite part of the episode. See you next week!

A decade ago, Gabe Whaley figured out how to light the internet ablaze and has been leading a relentless scorched earth campaign ever since.

Gabe is CEO and co-founder of MSCHF, a Brooklyn-based high-output for-profit art collective behind hundreds of radical and delightful projects. These range from shoes filled with holy water, to anime tax software, to forged picassos, to the mega-viral Big Red Boots. He’s been dragged into court for ticking off big companies, sold a laptop full of viruses for over one million dollars, and gotten MSCHF represented by Perrotin, a leading global contemporary art gallery. 

Softspoken and understated, Gabe has an unlikely history for a provocateur. He grew up in rural North Carolina, insulated from popular culture, and attended West Point where he learned military discipline before dropping out. After working dead-end jobs back home, he flew up to New York City wearing an ill-fitting suit for a long shot interview with Buzzfeed, where he landed a job working on viral content. Then once his extracurricular MSCHF projects took off, it launched as an undefinable N-of-one company with both adoring fans and corporate nemeses around the world.

In this interview, we’ll hear the backstory of some of the collective’s most radical works, how he leads a team with world class ideas and execution, and how creativity and commerce coexist amidst explosive growth for MSCHF.

If you do not know MSCHF today, prepare to have your mind cracked open – and prepare to start seeing them everywhere.

—

"Creativity is a shared international language"

Website Show Notes:

• MSCHF https://www.instagram.com/mschf/?hl=en
• Sink of Theseus https://www.perrotin.com/artists/mschf/1181/mets-sink-of-theseus/73733
• Tax Heaven 3000 https://taxheaven3000.com/
• Marcel Duchamp - "Fountain" https://en.wikipedia.org/wiki/Fountain_(Duchamp)
• MSCHF Perrotin Art 2 - https://leaflet.perrotin.com/view/751/art-2
• Art Basel Miami Beach https://www.instagram.com/explore/locations/251364524/art-basel-miami-beach/
• Leaderboard ATM https://www.instagram.com/mschf/p/ClrA9dRulbA/?img_index=1
• Colette https://en.wikipedia.org/wiki/Colette_(boutique)
• Deal Sleds https://transacted.io/best-deal-sleds/
• Big Red Boots https://www.artnews.com/art-news/news/mschf-big-red-boots-explained-1234656780/
• NOTHING IS SACRED - MSCHF retrospective at Daelim Museum https://hypebeast.com/2023/10/mschf-nothing-is-sacred-daelim-museum-retrospective
• Magazine B https://en.magazine-b.com/
• US Military Academy West Point https://en.wikipedia.org/wiki/United_States_Military_Academy
• Maurizio Cattelan - Comedian (Banana) https://www.nytimes.com/2019/12/08/arts/design/a-critics-defense-of-cattelan-banana-.html
• Paola Pivi https://www.paolapivi.com/ 

📸@swhnorton 

🐦@swhnorton

🖥️www.atlargeshow.com

…….

This podcast is made available solely for entertainment and educational purposes. The information presented here does not constitute investment, legal, or other professional advice, and should not be construed as an offering of advisory services, or as a solicitation to buy, an offer to sell, or a recommendation of any securities or other financial instruments. The thoughts and opinions expressed by or through this podcast are those of the individual guests and speakers and do not necessarily reflect the views of any investment advisor. The discussion on this podcast of any entity, product or service does not imply an endorsement thereof, and the guests may have a financial interest, whether through investment or otherwise, in one or more of any such entities, products or services. 

Did you enjoy this episode? Please leave a 5 star rating on your audio platform and comment below your favorite part of the episode. See you next week!

So far, Kareem Rahma has packed more into his 38 years than most people do into a lifetime.

Egyptian? Yes. Midwesterner? Yes. New Yorker? Yes. Brooklynite? Yes. 

Corporate employee? Yes. Post-exit founder? Yes. Media entrepreneur? Yes.

Comedian? Yes. Musician? Yes. Published author? Yes. Film producer? Yes. Pizza gallerist? Improbably, yes

Is there anything that isn’t a “yes” for Kareem? Well, tune into his viral Instagram series @subwaytakes and indeed, he’s not afraid to blast “100% disagree” when it’s time to say no. 

In this episode of At Large, we’ll hear how Kareem Rahma built a livelihood pioneering essentialist internet video formats for a divided nation with a shrinking attention span, without losing his fresh optimism and vibe of disheveled cool.

Between commandeering the L train for his impromptu hit talk show and hopping into yellow cabs to tell drivers “take me to your favorite place in the city and keep the meter running,” Kareem has collapsed the distance between what he wants and what he does by refusing to let asking for permission be part of his creative process. 

Thanks to Primary Venture Partners, who generously provided their office studio for this interview in NYC.

—

Website Show Notes:

• Subway takes https://www.instagram.com/subwaytakes/
• Keep the meter running https://www.youtube.com/channel/UComL0zTx23pc036EI4qojcQ
• Vice media https://en.wikipedia.org/wiki/Vice_Media
• Vice guide to North Korea https://www.youtube.com/playlist?list=PL10943F1A08C72A17
• The Museum of Pizza https://www.youtube.com/watch?v=HcbWIEm14z0
• Out of order https://youtu.be/MVu4igkDcgM?si=tL8uKix4_eRG7Vvz
• Or Something film - https://www.imdb.com/title/tt26599297/
• No Worries if Not https://open.spotify.com/album/4RUqfq8D23n9XIQOKEUVJx?si=2oElDnPaT8KngoZPqZLTMA
• The Last Stop: https://youtu.be/1w7qwsROk10?si=Z8hIDuPBB26Y6J1J
• Sheel Mohnot's takes: https://x.com/pitdesi/status/1832599305699651754
• Jacques Pepin scrambled eggs https://www.youtube.com/watch?v=bqKq0bQHnZU

📸@swhnorton 

🐦@swhnorton

🖥️www.atlargeshow.com

…….

This podcast is made available solely for entertainment and educational purposes. The information presented here does not constitute investment, legal, or other professional advice, and should not be construed as an offering of advisory services, or as a solicitation to buy, an offer to sell, or a recommendation of any securities or other financial instruments. The thoughts and opinions expressed by or through this podcast are those of the individual guests and speakers and do not necessarily reflect the views of any investment advisor. The discussion on this podcast of any entity, product or service does not imply an endorsement thereof, and the guests may have a financial interest, whether through investment or otherwise, in one or more of any such entities, products or services. 

Did you enjoy this episode? Please leave a 5 star rating on your audio platform and comment below your favorite part of the episode. See you next week!

Cool, calm, and collected, you’d never peg Food52 founder Amanda Hesser as having an insatiable appetite for risk. Self-described as “impulsive” and described by others as “frighteningly ambitious,” Amanda comes off as conscientious and considered as she does intelligent and industrious. So what makes her tick?

After following her sense of adventure and love of food to a chateau in Burgundy where she wrote about seasonal cooking, she went on to unexpectedly land a job writing for the food section of the New York Times, where she ultimately rose to food editor of the Times Magazine, and authored The Essential New York Times cookbook. Then in 2009, when internet media and food media were becoming intertwined, she co-founded Food52 as a website and marketplace for people who put food at the center of their life. 

In this conversation, Amanda talks about the interconnected ecosystem of Food52’s business model, including its strong community, advertising model, marketplace, and recent acquisitions for vertical integration with heritage brands. She’ll share stories of partnering with private equity investors, the importance of delighting customers in inefficient yet effective ways, and operating in “founder mode.” Prepare to be very hungry (and itching to make chocolate cake) by the end of this episode.

Thanks to Primary Venture Partners, who generously provided their office studio for this interview in NYC.

“In so many ‘consumer’ business, the consumer gets forgotten and treated like some sort of widget”

Website Show notes:

• Food52 http://food52.com
• The Essential New York Times Cookbook https://store.nytimes.com/products/the-essential-new-york-times-cookbook?variant=39431971176518
• Paul Graham - Founder Mode https://paulgraham.com/foundermode.html
• Paul Graham - Do Things that Don't Scale https://paulgraham.com/ds.html
• Food52’s Instagram https://www.instagram.com/food52/?hl=en
• Amanda Hesser’s Instagram https://www.instagram.com/amandahesser/?hl=en
• TCG - The Chernin Group https://tcg.co/
• Dansk Købenstyle https://www.dansk.com/collections/kobenstyle
• Uunifetapasta https://www.tiktok.com/@liemessa/video/6923943550111550726?lang=en
• A2 Milk https://www.bonappetit.com/story/what-is-a2-milk
• https://puck.news/
• Amanda’s Chocolate Dump It Cake recipe https://food52.com/recipes/5102-chocolate-dump-it-cake

📸@swhnorton 

🐦@swhnorton

🖥️www.atlargeshow.com

…….

This podcast is made available solely for entertainment and educational purposes. The information presented here does not constitute investment, legal, or other professional advice, and should not be construed as an offering of advisory services, or as a solicitation to buy, an offer to sell, or a recommendation of any securities or other financial instruments. The thoughts and opinions expressed by or through this podcast are those of the individual guests and speakers and do not necessarily reflect the views of any investment advisor. The discussion on this podcast of any entity, product or service does not imply an endorsement thereof, and the guests may have a financial interest, whether through investment or otherwise, in one or more of any such entities, products or services. 

Did you enjoy this episode? Please leave a 5 star rating on your audio platform and comment below your favorite part of the episode. See you next week!

For someone who’s ridden the highs and lows of life’s roller coaster, Shane Heath comes across as remarkably grounded. 

Between the death of a college roommate, the unexpected chapter of fatherhood, and leading a hypergrowth company in an ultra-competitive industry, there are plenty of challenges that most people would be overwhelmed by. Shane doesn’t easily get overwhelmed, but he isn’t exactly easygoing. As charismatic as he is introverted, his cool demeanour belies a deep-seated intensity and unrelenting quest for existential investigation. He’s propelled forward by the moments of intensity in his life to keep creating, keep asking why, and will literally wake up compelled to do a surprise triathlon just because it’s hard.

As Shane would say: No mud, no lotus.

Shane is the CEO and co-founder of MUD\WTR, a product he created to drink less coffee which turned into a category-creating company of significant scale that he continues to lead.

In this interview, we’ll talk about Shane’s co-existing roles of interdisciplinary creative and CEO, his daily practices for energy and creativity, and the changing perception of psychedelics in American society. 

Note that as of the time of this episode’s publishing, I am an investor in MUD\WTR and that this interview is separate from my professional relationship with the company.

Website Show notes:

• MUD\WTR http://mudwtr.com
• Sympathetic Nervous System https://en.wikipedia.org/wiki/Sympathetic_nervous_system
• Ikigai https://hyperisland.com/en/blog/thought-leadership/feeling-drained-at-work
• Iboga https://www.youtube.com/watch?v=sWdLGJkdS_U
• The Confident Mind & Journaling practices https://www.amazon.com/Confident-Mind-Battle-Tested-Unshakable-Performance/dp/0063014831

📸@swhnorton 

🐦@swhnorton

🖥️www.atlargeshow.com

…….

This podcast is made available solely for entertainment and educational purposes. The information presented here does not constitute investment, legal, or other professional advice, and should not be construed as an offering of advisory services, or as a solicitation to buy, an offer to sell, or a recommendation of any securities or other financial instruments. The thoughts and opinions expressed by or through this podcast are those of the individual guests and speakers and do not necessarily reflect the views of any investment advisor. The discussion on this podcast of any entity, product or service does not imply an endorsement thereof, and the guests may have a financial interest, whether through investment or otherwise, in one or more of any such entities, products or services. 

Did you enjoy this episode? Please leave a 5 star rating on your audio platform and comment below your favorite part of the episode. See you next week!