The Changemakers

Few B2B brands earn the kind of reputation Clay has built. A lot of that comes down to Sara Lundberg and her team. Sara is Manager of Brand & Web Creative at Clay, where she leads the team behind Clay’s super-distinctive, instantly recognisable brand identity. In a first for The Changemakers, Dave sits down with Sara live in London to trace how Clay built a brand people recognise before they even see the logo. Sara walks through her own route into the role, via design school in San Francisco and a stint building Webflow University as a sub-brand within Webflow. She talks about the early decision to hire an illustrator, Hudson Christie, before Clay had a salesperson or a line of revenue, and why founders Varun and Karim have stayed close to Clay's storytelling from day one while leaving the finer creative calls entirely to the team. They get into: Why finding people who care about craft, not just speed, shapes what Clay's design team ships each week The thinking behind the homepage rebuild, and how a data enrichment tool became a full revenue-system story told through a Rube Goldberg machine Where AI fits into a design process built on human effort, and where Sara draws the line Sculpt, Clay's own conference, and why sub-brands are where the team gets to break its own rules This one is a must-listen for anyone building a brand inside a fast-moving firm, and proof that a small, trusted design team can build something that bigger companies spend years chasing.  This episode was recorded live in London, watch the full episode here.  Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

Every now and then on The Changemakers, we like to invite our fellow agency-land buddies along for a chat about their perspective on the B2B world. On this one, Dave sits down with Josh Ritchie, co-founder of Column Five and host of the excellent Best Story Wins podcast.  Dave and Josh unpack the shifting landscape of B2B tech marketing, diving into why modern marketing organisations are shrinking into senior clusters, how AI and content engineering are redefining content production, and why rigid brand consistency is less important in today’s world (as long as you’re authentic). They also discuss the transition from traditional SEO to LLM optimisation, the secret to creating scalable content systems, and why building a powerful brand narrative is the ultimate moat in today's market. 🎧 If your content strategy needs a rethink, this is the episode for you.  Timestamps 00:00 - Introductions 01:21 - From Glasgow to launching a clothing store 05:41 - Building a blog and securing Intuit 08:41 - Taking reps across a wide surface area to find your niche 11:44 - The post-ZERP landscape and the rise of forward-deployed engineers 16:06 - Moving from bloated marketing orgs to senior clusters 18:34 - Encoding taste, guidelines, and Claude 24:13 - Leverage, economies of scale, and self-serve decks 30:01 - Brand consistency vs. brand authenticity: Are we majoring in the minors? 42:01 - Best Story Wins: Content as long obedience in the same direction Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

Creative leadership doesn't look like it did in 2023. Matt Price would know. Matt first joined The Changemakers back in May 2023 to talk about mastering the art of creative leadership. Since then, he's left Checkout.com, landed at AI-powered energy platform, tem as VP of Brand and Creative Design, and watched B2B marketing shift under his feet.  In this follow-up chat, host Dave Corlett asks Matt what's actually changed - for him, for his team, and for the brands he works with. They get into: How Matt ended up at tem.  How B2B brands are communicating differently than they were three years ago. Why Matt's approach to creative leadership has had to evolve, and what he's built himself to unlock new capability in his team. What he looks for when hiring now, and what he's stopped looking for. Why more high-growth startups are ditching the one-off rebrand for something more iterative. Where he thinks in-house creative teams are heading next. If you want to know what creative leadership actually demands right now, this is the episode for you. 🎧 Listen now Timestamps 00:00 - Catching up with Matt and his transition to tem. 03:10 - What is tem? Dissecting the B2B tech energy platform. 06:10 - Injecting emotion into B2B. 11:23 - How AI changes creative leadership from output tracking to quality raising. 13:29 - Why 75% perfection beats slow execution. 18:38 - How tem built a custom AI operating system for creativity. 25:11 - Why off-the-shelf tools aren't enough. 31:26 - Why B2B needs generalist specialists. 37:37 - Ditching the 9-month rebrand in favor of continuous brand evolution. 47:54 - The future of in-house teams, from service departments to intelligent creative systems. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

What does it actually take to build and scale a B2B brand voice that cuts through the noise?  On this episode of The Changemakers, Dave Corlett sits down with Ryan Hammill - Principal and Founder of First Overall and former Creative Director at Amazon, AWS, and ServiceNow - to talk about building a B2B brand voice strong enough to stop people in their tracks and keep them coming back for more.  Ryan opens up about surviving an Amazon MBA, the tricky balance between product features and human emotion, and the lessons behind building massive global campaigns for the NFL, Formula One, and beyond. We unpack: Fencing Creativity: Brand voice goes beyond creative freedom. It’s all about maintaining strict guardrails and knowing exactly what not to say. The "Nightclub Attached to Costco" Paradox: How to keep your creative feeling alive and emotional when it's bolted onto a massive corporate platform. The AI Shift: AI can now catch off-brand language automatically. That’s not taking away from creatives, but freeing them up for higher-value work. It may even spark a hiring boom instead of the job losses everyone expects. A Dream Team: Why visuals and words still have to move together, especially now that the internet is drowning in mediocre AI content. If you're a B2B marketer or creative tired of playing it safe, this conversation is required listening. 🎧 Get stuck in now To see some of Ryan's work, visit his website.  Timestamps 00:00 - Meet Ryan Hammill, the storyteller writing reality 01:27 - From journalist to agency shark 06:02 - The Amazon MBA: pitches vs. long-term brand building 09:01 - The blueprint for brand voice 11:51 - How do great leaders let data lead? 14:43 - Earning attention 18:30 - The Costco Nightclub: one brand voice, wildly different audiences 23:12 - Using AI to sell emotional copy to stubborn stakeholders 29:20 - How AI keeps global brands on-track 33:26 - The future of the copywriter Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

In this episode of The Changemakers, Dave Corlett sits down with Justin Ballantine, Associate Creative Director of Messaging at Shaped By, to discuss a critical inflection point for high-growth B2B tech businesses, and how it affects their verbal communication. As startups grow into scale-ups, they often dilute (or even lose altogether) one of the things that customers bought into during those early days: their brand voice.  Dave and Justin explore how firms navigating this stage can keep that voice strong and relevant, as they transition from a founder-led brand to a more mature market-driven one. In the process, they unpack: Voice versus tone: your voice is who you are, but your tone is how you read the room The "brand drift" danger: staying alert to the edges of your business where your brand identity usually starts to fray Principles over guidelines: how "27 pages of rules" kill creativity, and why three guiding principles are all you actually need. The human connection: how enterprise audiences are still humans who want to feel something powerful when you speak to them  Don’t miss this deep dive into the verbal side of branding, from a true master of the craft. Follow Justin on LinkedIn. 🎧 Listen now Timestamps 00:00 - The scale-up inflection point.  02:45 - The Founder's dilemma: transitioning from personality to brand.  05:39 - Brand voice is just brand strategy given breath.  07:54 - Spotting "Brand Drift" on the edges of your business.  12:00 - Voice vs. Tone: how to flex without losing yourself.  16:45 - "Brand Principles" over "Brand Guidelines"  20:49 - Finding the sweet spot in storytelling.  26:45 - Do you really need to be "buttoned up"?  32:25 - Being the zero when everyone else is an X.  35:57 - One tip for CMOs: evolution, not revolution. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

In this episode of The Changemakers, Dave Corlett is joined by Alex Waite, Strategy Director at Shaped By, to tackle a common hurdle in the B2B tech world: the "imitation trap".  As startups achieve product-market fit and move into scale-up territory, this inflection point often necessitates a brand evolution to power their next phase of growth. But the pressure to “grow up” at this point often leads founders and leaders to mimic how successful brands have done this, rather than digging into their own authentic truth to find the real story. Dave and Alex unpack: The surface level trap: why looking at other brands’ identities is reductive and ignores the thousands of internal decisions that actually build a brand The attribution danger: how imitating established brands is more likely to confuse people than lead to success  The rise of agentic buyers: why AI and LLMs make brand clarity more vital than ever The Ferrari factor: moving beyond cold specs to build emotional bias and become the human choice in a world of automation. If you’re a startup marketing leader or founder feeling the pressure to do what others are doing, this conversation is your permission to stop looking afar and start looking within. 🎧 Listen now Timestamps 01:12 – the "imitation" challenge: why clients often want to copy successful brands. 03:03 – why it’s natural (but dangerous) for scale-ups to look for external reference points. 05:15 – the Wizz example: you only see the "outer layers" of a brand’s success. 06:12 – the danger of defaulting to category norms and boxing yourself in. 07:49 – attribution risk: why mimicking a bigger brand helps them, not you. 09:42 – chasing moving targets: you don’t know what your competitors are fixing internally. 15:03 – the "AI Native" myth and the pressure of moving too fast. 17:50 – why clarity is the ultimate defense against the rise of agentic (AI) buyers. 22:49 – real talk: can you ever be truly original in a world of "remixes"? 39:58 – advice for CMOs: how to handle a founder who wants to copy another brand. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

We’re back! After a little hiatus between new guest episodes, we return in style as Dave sits down with Aviv Canaani, Chief Revenue Officer at Datarails, to discuss his firm belief that there is no real way to grow a B2B company without building a brand - especially not today. Aviv shares his unique journey from marketing leader to Chief Revenue Officer, and how he transformed a traditional outbound sales machine into a high-growth inbound powerhouse through a constant process of experimentation, risk-taking, learning and iterating. Along the way, he and Dave dismantle the myth (prevalent amongst many scaleup marketers) that brand is just "fluffy" creative work.  We also dive into: The CRO’s case for brand: Why revenue leaders should obsess over brand as the ultimate "revenue tomorrow" engine. The outbound/inbound shift: How Datarails moved from 90% outbound to 90% inbound through intentional brand-building and community. Balancing short-term & long-term: Managing separate growth and brand teams to hit this quarter’s targets while fueling future demand. B2B doesn't mean boring: How memes, a niche podcast, and sponsoring the Microsoft Excel World Cup drove massive engagement in the typically corporate finance space. If you’re a marketing leader looking to learn more about brand-building’s impact on revenue growth, or moving beyond over-reliance on short-term outbound activity, this masterclass in modern B2B growth is for you. 🎧 Listen now Timestamps : 01:57 - The DataRails story: Flipping the script from outbound to inbound. 03:41 - Removing friction: How brand makes the sales call easier. 06:21 - The inflection point: Why DataRails triggered a rebrand early. 07:45 - Memes & CFOs: Proving that "boring" industries can be fun. 10:26 - The 1% Rule: Breaking through the 99% of B2B noise. 11:50 - Revenue today vs. revenue tomorrow: The CRO’s perspective on brand. 13:28 - Structuring for success: separating growth and brand teams. 15:30 - Measuring soft metrics: Why engagement matters more than vanity views. 20:53 - The CEO relationship: Speaking the language of the C-Suite.  Aviv's LinkedIn Profile Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, Wei Kee (Client Services Director at Shaped By) sat down with Maria McLaughlin (Senior Director, Global Brand and Creative at Abnormal AI) and Tom Ovens (Creative Director at Shaped By) to explore how they successfully navigated a full-scale rename and rebrand, and unpack: How a partnership based on chemistry and mutual respect delivered an extraordinary outcome. The criticality of getting key internal stakeholders, including the CEO, fully committed to a pivotal project. How to manage and deliver meaningful work under "audaciously ambitious" and brutal time scales. The tangible business success of the rebrand, including Abnormal AI's best financial quarter ever post-launch. This is an essential conversation if you're looking to understand how to drive ambitious change and prove the commercial value of a bold brand identity. 🎧 Listen now 2. Timestamps 01:21 - The evolution of the client-agency partnership. 02:55 - Why chemistry is one of the key pillars of a successful partnership. 04:19 - Stakeholder engagement: The importance of having the final decision-maker in the room. 07:55 - Building trust and rapport with the CEO. 10:48 - Geeking out: How commonality in thinking helped the connection. 13:35 - The power of positive inter- and intra-team dynamics. 14:58 - Navigating "brutal" and rigid time scales collaboratively. 17:08 - The rewarding outcomes: a durable brand and the best financial quarter ever. 19:30 - The internal and external market reception to the new identity. 24:18 - Advice for achieving extraordinary results with a creative agency. 25:54 - What's next? Up-leveling the work and having fun in 2026. 30:35 - Closing remarks: Success comes from surrounding yourself with good teams. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

In this episode of The Changemakers, recorded as part of our Bring Your Own Bold series, Simon, Design Director, and Justin, Associate Creative Director of Messaging, discuss the importance of visual and verbal branding working together. Two complementary forces essential for a brand’s harmony, balance, and effectiveness. They look at the whole from their two professional perspectives. That essential balance and interplay between visual identity and verbal identity. They explore how powerful brands use design, logos, and visuals in perfect harmony with their voice, tone, messaging, and storytelling. Because harmonious, balanced brands better connect with their audiences to win hearts and minds, trust and loyalty. 🎧 Listen now Timestamps: 02:45 – The Yin and Yang analogy: why visual and verbal identity are inseparable forces. 04:30 – Beyond the box: creating agile visual systems that evolve with culture. 06:40 – More than a logo: how brand systems should cover every touchpoint. 08:30 – The "Feeling" piece: why humans are feeling creatures who think. 10:30 – Verbal branding: giving life and breath to brand strategy through language. 12:30 – The organising thought: using a succinct brand story to kick off ideation. 15:40 – Case study (Shaped By): why we use "Shapelings" and "Studios" to stay human. 20:00 – Point of view: standing for (and against) something to avoid being "wallpaper". 23:10 – Bold examples: how Monzo changed banking with a single color and no photography. 31:00 – Deep dive: positioning Censys as the "map of the internet". 40:19 – Closing thoughts: why bold brands should be more “Yoda". Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

In this episode of The Changemakers, recorded as part of our Bring Your Own Bold series, Dave Corlett sits down with Li-Anne Dias, Executive Creative Director at Brex, to explore the vital practice of "creativity without permission".  They discuss: Utility vs. creativity: why designers must break free from the "mandate of utility" to rediscover their creative instincts. The power of physical constraints: how forcing a "one-mile distance" from your laptop can spark the muscle memory of true art. Building a cinematic universe: why viewing your work as a holistic body of output, rather than a collection of corporate briefs, changes your perspective. Subversive inspiration: how finding beauty in old matchboxes and cartoons can sharpen your instincts for high-stakes tech design. Whether you’re an in-house creative feeling the burnout or a leader looking to inspire your team, this conversation is a masterclass in reclaiming your creative soul. Don't let your "professional self" swallow your "creative self." 🎧 Listen now Timestamps: 01:43 - What is "creativity without permission"?  02:22 - The trap of utility and the fundamentals of design.  03:35 - Operating within business constraints vs. creating for yourself.  04:29 - Li-Anne’s personal rituals: Sharpies, sketchbooks, and Berkeley trees.  05:55 - The discipline of the "forcing function" to stay off screens.  08:28 - How outside art translates into sharper instincts at Brex and Handshake.  10:31 - Finding influence in matchboxes and subversive cartoons.  13:00 - Your "Cinematic Universe": Looking at the whole body of work.  Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

In this episode of The Changemakers, recorded as part of our virtual summit Bring Your Own Bold, Dave Corlett sits down with Everett Katigbak, founder of Work by Everett, to explore the vital balance between digital innovation and human craft. Everett, a creative leader who has shaped brands at Facebook, Stripe, and Anthropic, unpacks the concept of "Analog Intelligence", the "other AI" that keeps our work grounded, tactile, and deeply human. Together they explore: The Facebook analog research lab: How a "punk rock" print studio in the heart of Silicon Valley became the epicenter of a global company’s culture. The "Mark of the Maker": Why showing the humanity and even the "mistakes" in our work creates a deeper connection with the audience than perfect digital output. Designing for AI with a human touch: Behind the scenes of building the Claude brand identity at Anthropic and why physical craft matters even for 100% digital products. The founder’s disconnect: Why innovative startups often default to safe, "category-standard" stories and how to reclaim your original narrative. Thinking with your hands: Why reconnecting with physical tools is a non-negotiable meditative practice for the modern designer. This is a provocative conversation for any creative leader or founder looking to resist the "cognitive offload" of technology and embrace their authentic, inner bold. Listen now 🎧 Timestamps 01:03 - The Silicon Valley "Lone Designers": Founding the Facebook analog research lab.  03:35 - Building a dialogue: How physical space and "wheat pasting" transformed corporate culture.  06:08 - The genesis of Stripe Press: Why a digital giant chose to publish physical books.  08:03 - Appropriateness in Design: Anthropic (Claude) needed a human-centric identity.  10:00 - Crafting Claude: using 35mm film, cut paper, and human illustrators in an AI world.  12:00 - The "Curse of the Marketing Mindset": why brands converge and how to stay distinct.  14:22 - Striking a chord: why you should be "close to being fired" (in a good way) to make an impact.  16:12 - Work by Everett: Teasing out the unique founding stories that companies often gloss over.  20:40 - The pressure of the pivot: why founders get scared of being too "maverick."  23:41 - Following intuition: Everett joined Facebook and Anthropic before they were "cool." 27:22 - Reconnecting with the ‘muscle’: creativity is a verb and a process, not just an output. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, Dave Corlett sits down with Scott Smith, Creative Director at Intercom, to dive deep into a critical question for B2B scale-ups: How do you build and scale a brand identity that’s truly bold? Scott, a champion of exceptional creative vision, unpacks the secrets behind Intercom's award-winning identity. Together they unpack: How the Creative Studio operates as an in-house agency, starting every project by asking: How can we execute this in the most exceptional creative way possible? The system for scaling a complex brand identity across all touchpoints, using the "brand matrix" to push the boundaries creatively while still ensuring a through-line. The importance of leading by example in a creative studio and how Scott fosters a culture of high engagement and serious, fun work. How Intercom’s C-suite acts as a creative partner, riffing with the team to shape a vision where the final creative work is often stronger than the initial idea. This conversation is full of tips for any marketing or creative leader ready to embrace a philosophy of constant change and craft a sophisticated brand that stands out from the crowd. Listen now 🎧 Timestamps 02:03: Brand is a galaxy, the antithesis of a brand-in-a-box. 03:36: Brand idea: Customer service changes everything. Change is key. 05:25: How to execute in the most exceptional creative way possible. 06:38: The "super bloom" creative concept for the Pioneer event. 12:28: Scaling the complex brand using the strategic "Brand Matrix." 12:56: Ace the Basics: The fallback brand skeleton when moving fast. 17:15: The best job part: Team creative is stronger than initial vision. 21:30: Creative leadership tenants: Early is on time, lead by example. 23:13: Creative team is the example for company operations, not the exception. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, Dave Corlett, Business Director at Shaped By sits down with Alex Walters from Papaya Global to tackle the "super meaty topic" of humanising B2B brands. Together they unpack: Why Alex believes 90% of the B2B world is failing to crack the human element, defaulting to "grey" because of a primal fear of people not liking their tone. The insidious "herd mentality" that causes B2B brands to blend and converge around safe, jargon-filled design and copy. The biggest internal challenge of brand building: winning hearts and minds by getting people to view their brand from the perspective of an outsider. The strategic reason for B2B FinTech to invest in a Super Bowl ad—and how they created a secondary content layer that generated 250 pieces of Tier 1 media coverage. This is a very insightful conversation for any marketing or creative leader who is ready to make a difference with their brand. 🎧 Listen now Timestamps: 00:34 - The primal fear and why 90% of the industry defaults to 'grey.' 03:17 - The herd mentality and B2B brands blending in. 05:19 - Papaya Global's story: How they became a globally recognised brand. 06:41 - Owning the narrative: Why the tagline is "How the world gets paid." 07:25 - The biggest internal battle: Winning hearts and minds inside the business. 08:35 - The "Air" thought exercise: Helping people see the brand as an outsider. 09:59 - The sliding scale of humanity: Humour fades closer to the customer. 11:41 - The strategic reason for a Super Bowl ad (and why a B2B FinTech did it). 13:41 - The PR angle: Generating 250 pieces of coverage because the ad became the story. 16:32 - The viral AI activation: Allowing users to put their face in the ad. 18:24 - Balancing emotional connection with rational confidence for multi-million dollar decisions. 21:48 - Alex's first pure B2B SaaS role: The challenges of scale, speed, and complexity. 23:14 - The job of a creative: Understanding the product at a deep level to communicate its value. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, Dave Corlett sat down with Adam Morgan to explore why it’s important to have creatives at the board table and unpack: Why the experience era demands right-brain thinkers in leadership. The difference between a growth marketing and a brand marketing mindset in a downturn. The 'glass ceiling' for creatives and why many creatives "shoot themselves in the foot" by not learning business strategy. How the "design-led movement" opened the door for Chief Design Officers—but why that's not enough. Don't miss this one. It's a non-negotiable conversation if you're looking to elevate your creative impact and make the case for creative leadership in your business. 🎧 Listen now Timestamps 00:00 - Introduction: Meet Adam Morgan and the case for creative leadership. 01:02 - Why the Experience Era demands creative leaders on the board. 01:43 - Why creative people are best poised to understand customers and emotional connections. 05:42 - The counter argument: Why most companies don't take this approach. 06:11 - The CMO challenge: Performance marketing focus vs. creative understanding. 08:35 - The 'glass ceiling' and why creatives aren't stepping up to C-level roles. 11:56 - Is creativity seen as 'fluffy'? The cultural problem of 'squeeze, squeeze, squeeze' operational efficiency. 13:58 - Design vs. Creativity: The impact of the design-led movement. 15:48 - The Chief Experience Officer: Why they are the master problem solvers. 17:43 - Building the creative leadership movement: The importance of seeing yourself up there. 21:25 - The search for B2B companies with a Chief Creative or Experience Officer. 23:17 - Closing remarks: Start the movement! Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, we dive deep into the forces that truly drive customer decisions with Richard Shotton, author of the influential book The Choice Factory. Richard's work is celebrated for taking the academic, jargon-filled world of behavioral science and making it usable and applicable for marketers. We wanted to get him on to bust the myth that these principles are purely a consumer thing. Spoiler: They're not. B2B professionals are just as influenced by biases as B2C customers. We go beyond surface-level concepts like social proof and scarcity to unpack the EAST framework—a simple, powerful structure (Easy, Attractive, Social, Timely) for applying behavioral science daily. Richard shares incredible real-world examples that challenge what you think you know about your customer journey. This episode is packed with practical, costless principles you can apply to stack the odds in your favour and drive behavior change. 🎧 Listen now Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

Too often, creative and marketing teams are seen as executors instead of innovators. This conversation between Phil Lewis (Consultant & Speaker) and Dave Corlett (Business Director at Shaped By), which was recorded as part of our virtual summit Bring Your Own Bold, offers practical tips to shift that dynamic by removing internal barriers that block progress, cloud clarity, and weaken conviction. Learn how to position your team as a trusted, strategic force that drives impact, influences decision-making, and earns a seat at the table. 🎧 Listen now Timestamps: 00:00 – Introduction: Moving teams from order-takers to strategic partners. 03:10 – Why internal dynamics shape external perception. 04:40 – The Five Steps to Team Vitality framework. 06:00 – Breaking down comprehension, confidence, and engagement. 08:30 – Common team pitfalls and the bias for action. 11:00 – Measuring progress and maintaining team health. 14:00 – Endurance and the emotional labor of leadership. 16:40 – Collaboration as the heart of strategic partnership. 18:40 – Healthy conflict: Why disagreement fuels innovation. 23:00 – The Regeneration Equation: Context, communication, conflict. 24:50 – The power of uncomfortable conversations. 27:00 – Understanding context to amplify collaboration. 31:30 – Scaling collaboration across departments. 34:20 – Case study: 800% improvement through honest dialogue. 38:00 – How long real transformation takes. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

How do you embrace the AI revolution without losing the human touch? Shaped By CEO and Founder Nick Farrar and Business Director Dave Corlett dive into our deliberate and "people-first" journey with artificial intelligence. They share insights from their own AI Manifesto and discuss how AI is being used to improve everything from client research to internal processes. In this episode, you'll discover: How to boost efficiency and accuracy with tools like Gemini and Fireflies. The critical role of a human-led approach in navigating this new landscape. Why the future of creativity is about augmenting human imagination, not replacing it. Lessons from the past, from the dot-com boom to the present-day AI shift. Timestamps: 00:00 – Dave introduces the episode and welcomes Nick Farrah, CEO & Founder of Shaped By, to discuss AI progress at the agency. 02:00 – Nick reflects on where Shaped By is on its AI journey and compares it to the digital revolution. 05:00 – Nick outlines Shaped By’s AI Manifesto and the creation of the AI Leadership Team. 09:00 – Dave explains how the agency is improving efficiency with AI tools like Fireflies and Gemini. 12:00 – Nick discusses AI’s role in refining team structures and the importance of human oversight. 16:00 – Nick critiques low-effort AI content and shares how Shaped By uses AI to enhance creativity and quality. 21:00 – Dave and Nick close by exploring collaboration with clients, the “mindful journey” of AI adoption, and the enduring power of human creativity. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

In this episode of the Changemakers, Dave sits down with David Moulton, Senior Director, Content Marketing & Thought Leadership at Palo Alto Networks, to explore the art and the impact of storytelling in B2B marketing and cybersecurity.  David shares why emotive storytelling is often overlooked in B2B, how it can cut through complexity, and why it’s the ultimate driver of trust, attention, and decision-making. From translating technical topics into human stories to building authentic brand narratives, this conversation dives deep into how emotion and creativity can transform even the most tech-heavy, data-driven industries. If you’re interested in elevating your brand’s storytelling, or simply love hearing about how the best are doing it, then this episode is a must-listen. 🎧 Listen now to hear how storytelling can turn information into inspiration, and customers into believers. Timestamps 00:00 – Introduction 05:30 – How storytelling connects every stage of David’s work. 07:40 – Inside Palo Alto Networks: Leading thought leadership across key divisions. 10:20 – Rational messaging vs. human connection. 13:00 – The human behind the buyer. 16:00 – Rethinking the buyer journey with trust and confidence. 19:20 – Storytelling in cybersecurity: turning fear into empowerment. 21:40 – Balancing creativity and credibility in leadership. 25:00 – Collaboration and creative flow. 30:30 – Scaling storytelling: Sharing ideas across global teams. 33:40 – Lessons from Apple: Human-centered product storytelling. 36:30 – Favorite brand examples: Slack, IBM, and Salesforce. 38:40 – When story overshadows product: Keeping emotion authentic. 41:10 – Emotion unlocks trust: Storytelling that earns belief. 43:40 – Closing reflections: The future of storytelling in B2B. Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

In this bite-sized episode of the Changemakers Podcast, Dave Corlett and Alex Waite lift the lid on what’s coming up at Bring Your Own Bold 2025 — the virtual event for bold brand and marketing leaders in B2B tech. They reveal this year’s new 3-day format, fresh content drops, and their personal picks from the upcoming sessions — from building emotional brand connections to measuring brand impact and scaling design systems. Whether you’ve joined before or this is your first BYOB, this episode will get you fired up for what’s to come. Timestamps: 00:00 – Intro & what is Bring Your Own Bold? 02:35 – What’s new for 2025 05:45 – Alex’s top session: Brand data vs. intuition 08:40 – Dave’s top session: Brand + Product alignment 13:10 – Scott Smith (Intercom) on scalable identity 14:10 – Human emotion in B2B: Alex Walters (Papaya Global) 18:40 – Richard Shotton on buyer behaviour & decision-making 20:50 – The Art of Unplugging – creative wellbeing 26:30 – How to register + final thoughts Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️

In this episode of The Changemakers, Dave is joined by David Wall, Creative Director at Tines and President of the Institute of Designers in Ireland. David shares his unique career trajectory, moving from agency and independent studio practice to leading in-house brand design for a fast-growing tech company. He delves into the parallels between running a boutique studio and his current role at Tines, emphasising the ownership and learning opportunities inherent in both. David also discusses what drew him to Tines – a workflow automation and AI orchestration platform – and how their brand messaging stands apart in the cybersecurity space by focusing on the positive outcomes of automation. We explore Tines' culture of empowering designers with significant autonomy, where collaboration means seeking meaningful input rather than permission, and how this fosters rapid progress and innovation. David also sheds light on the seamless integration between brand and product design at Tines, highlighting shared goals for design quality and the benefits of close proximity to product development. He underscores how design's value is deeply ingrained in Tines' leadership, evident from their earliest hires. For agency creatives considering an in-house role, David offers practical advice on assessing organisational structure and ensuring design has a strong voice. Finally, he shares insights into his impactful work with the Institute of Designers in Ireland (IDI), where he champions design advocacy and policy. Timestamps: 00:00 Introduction to the Podcast 00:53 Guest Introduction: David Wall from Tines 01:12 Meeting at RSA Conference 01:42 David's Transition from Agency to In-House 02:06 Brand and Product Design Collaboration 06:06 David's Role and Responsibilities at Tines 12:25 The Importance of Autonomy in Design 19:11 Leadership and Design Culture at Tines 32:18 Advice for Designers Moving In-House 41:36 Involvement with the Institute of Designers in Ireland (IDI) 44:16 Conclusion and Final Thoughts Send us a message if you enjoyed this episode If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube 👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics 👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration And finally please rate our podcast on Apple if you enjoyed it! ✌️