The Changemakers

Shaped By
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The Changemakers is a podcast about how the world’s most authentically bold B2B brands are built and grown. Brought to you by the team at the B2B creative agency Shaped By. Find out more about Shaped By on our site, and follow us on LinkedIn.

  1. Build your own brand, not someone else's : Alex Waite, Shaped By

    13 MAY

    Build your own brand, not someone else's : Alex Waite, Shaped By

    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 brandThe 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 everThe 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! ✌️

    42 min
  2. Evolving a beloved brand without breaking trust: Myra El-Bayoumi, Redis

    22 APR

    Evolving a beloved brand without breaking trust: Myra El-Bayoumi, Redis

    When Myra El-Bayoumi joined Redis as VP Brand and Corporate Marketing, she was handed two pretty major challenges: modernise the brand, and build a world-class internal agency from scratch. Oh, and do it all in six months. On this episode of The Changemakers, Dave sits down with Myra to unpack how she evolved one of tech's most beloved brands without alienating its developer audience.  Myra walks through the brief she inherited in September 2023: refresh a brand with serious heritage, build a quality internal agency, and do it all before a licensing change landed. She shares the research approach that kept developers at the table, the origins of Redis's striking new identity, and the CEO-level trust that made bold, fast decisions possible.  A must-listen for any marketers and brand-builders out there tasked with modernising heritage-rich brands. Whether you’re driving a complex transformation or navigating high-stakes stakeholder management, Myra’s take on "direction, not directive" leadership offers a masterclass in moving fast without breaking the soul of your brand. Timestamps 00:21 - Myra’s path from agency to in-house2:33 - Joining Redis: why the people you work for matter most03:59 - What Redis does in the real-time data era04:46 - Modernizing the brand and building an internal agency07:15 - Evolution vs. revolution: determining what to keep and what to kill09:34 - Using research to guide high-stakes brand decisions11:57 - How to rebrand a tech giant in just six months.15:48 - The "Direction, Not Directive" Rule: navigating CEO and founder feedback25:50 - Code is like a poem: the origin story of the Redis visual identity34:36 - The Baukunst Collective: exploring the intersection of design and VCSend 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! ✌️

    43 min
  3. Five Years of Shaped By: Nick Farrar, Shaped By

    9 APR

    Five Years of Shaped By: Nick Farrar, Shaped By

    Five years ago, we did something that felt a little like a risky move and a lot like a revolution. We moved away from our 16-year-old identity as "Workbrands" to become Shaped By, an independent B2B creative agency for the tech world. In this very special episode of The Changemakers, Dave Corlett sits down with our Founder and CEO, Nick Farrar, to reflect on the half-decade journey of bringing bold creativity and brand momentum to the B2B tech market. Nick pulls back the curtain on why he decided to go all in on a new brand, a new geography, and a new strategy during a global lockdown. We’re unpacking: The rebrand reality: Why finding a name was harder than expected and the "lightbulb moment" that led to Shaped By.The US market slog: How we built a reputation in the US without a physical office in the country by focusing on "Human-First" relationships.Values over ego: Why culture and values are entwined and how we protect our "people-first" mentality as we grow.The AI inflection point: Why we aren’t an AI-first agency, but rather use it to augment human creativity to help our clients differentiate.Whether you're an agency founder struggling with your positioning, or a B2B leader curious about the agencies operating in your world, this episode is a masterclass in staying curious, being bold, taking risks and resisting the path well-trodden. Timestamps 00:00 - The 16-year-old startup: why it was time to evolve Workbrands.05:26 - The name-search struggle and finding the "Shaped By" identity.10:19 - Handling the "wobble": investing in sales and marketing when it felt like a luxury.14:27 - Why effective B2B new business is about nurturing, not quick fixes.17:01 - Building a "People-First" culture as a sole director.24:05 - Winning the US: why a physical office isn’t necessary, but being present is.31:00 - Selling talent, not software: the motivation behind the metrics.34:07 - The AI "Human Sandwich": using tech to augment, not replace, creativity.42:12 - Growth pains and the secret to success: letting the "applause" follow great work.47:43 - The next five years: becoming the employer of choice 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! ✌️

    53 min
  4. Growing a scale-up brand through iteration and experimentation: Aviv Canaani, Datarails

    9 MAR

    Growing a scale-up brand through iteration and experimentation: Aviv Canaani, Datarails

    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! ✌️

    35 min
  5. A cybersecurity giant going back to the future : Maria McLaughin, Abnormal AI

    27 JAN

    A cybersecurity giant going back to the future : Maria McLaughin, Abnormal AI

    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! ✌️

    31 min
  6. Yin needs Yang - Your visual and verbal brands in powerful harmony : Simon Tandy and Justin Ballantine, Shaped By

    20 JAN

    Yin needs Yang - Your visual and verbal brands in powerful harmony : Simon Tandy and Justin Ballantine, Shaped By

    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! ✌️

    42 min
  7. The art of unplugging - Practising creativity without permission : Li-Anne Dias, Brex

    13 JAN

    The art of unplugging - Practising creativity without permission : Li-Anne Dias, Brex

    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! ✌️

    22 min
  8. The art of unplugging - honing your analog intelligence : Everett Katigbak, Works by Everett

    6 JAN

    The art of unplugging - honing your analog intelligence : Everett Katigbak, Works by Everett

    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! ✌️

    30 min
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About

The Changemakers is a podcast about how the world’s most authentically bold B2B brands are built and grown. Brought to you by the team at the B2B creative agency Shaped By. Find out more about Shaped By on our site, and follow us on LinkedIn.

Information

  • Creator
    Shaped By
  • Years Active
    2021 - 2026
  • Episodes
    78
  • Rating
    Explicit
  • Copyright
    © 2026 The Changemakers
  • Show Website
    The Changemakers

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