The Changemakers

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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. 27 juli

    Creative leadership in the age of AI: Matt Price, tem

    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! ✌️

    Creative leadership in the age of AI: Matt Price, tem

  2. 16 juli

    How to find and express your brand voice at scale: Ryan Hammill, First Overall

    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 reality01:27 - From journalist to agency shark06:02 - The Amazon MBA: pitches vs. long-term brand building09:01 - The blueprint for brand voice11:51 - How do great leaders let data lead?14:43 - Earning attention18:30 - The Costco Nightclub: one brand voice, wildly different audiences23:12 - Using AI to sell emotional copy to stubborn stakeholders29:20 - How AI keeps global brands on-track33:26 - The future of the copywriterSend 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 to find and express your brand voice at scale: Ryan Hammill, First Overall

  3. 9 juni

    Leading a global scale-up through hypergrowth: Stuart Shingler, Legora

    In the latest in our mini-series of episodes focused on navigating the “scaleup inflection point”, Dave Corlett sits down with Stuart Shingler, VP Marketing at Legora, to unpack one of the most remarkable growth stories in tech. After over a decade of experience building marketing functions at category-defining companies including Klarna, Tink, and Visa, Stuart joined Legora when it was still a small (but growing) AI platform for lawyers called Leya. Under his expert guidance, they rocketed to $100M ARR faster than almost any company in history.  Approaching that critical inflection point signalled something major for the company’s founders; their brand wasn’t keeping pace with the rapid growth they were experiencing in Europe. So as they entered another huge market - the US - they took the bold step of rebranding to Legora. And they haven’t looked back since. Stuart shares how they navigated such a high-stakes rebrand whilst still very much in hyper-growth mode. He and Dave also get into: why changing their name was about signalling a new era of global leadershipmaking the bold leap straight from Swedish startup to global leader in a third of the time it usually takes, skipping multiple steps in the process why "slowing down" the brand’s evolution is actually the secret to moving fastwhy Legora avoids the "AI" label in their marketing to focus on human impact and lawyer-led storytellinghow to prevent "brand drift" when you’re rapidly expanding around the worldWhether you're a founder scaling a startup or a marketer trying to find an authentic voice in the AI noise, this conversation is a masterclass in building a brand that's as sophisticated as the technology behind it. 🎧 Listen now Timestamps 01:55 - What is Legora? Drafting, reviewing, and researching in the AI workspace.03:43 - Brand vs. product: did the founders prioritize identity from day 1?05:31 - Why trust is the ultimate currency in the legal sector.07:34 - The rebrand: moving from "scrappy startup" Laya to "global player" Legora.10:55 - Collaborative roots: building the product (and the brand) with the customers.15:01 - Scaling to $100M ARR: adapting the B2B playbook for "AI speed."18:24 - The leap: why you have to act like a market leader before you are one.22:12 - Fighting brand drift: the power of a shared onboarding experience.31:55 - The human story: why Legora tries to write blog posts without mentioning "AI."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! ✌️

    Leading a global scale-up through hypergrowth: Stuart Shingler, Legora

  4. 1 juni

    Protecting your brand voice as you grow: Justin Ballantine, Shaped By

    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 roomThe "brand drift" danger: staying alert to the edges of your business where your brand identity usually starts to frayPrinciples 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! ✌️

    Protecting your brand voice as you grow: Justin Ballantine, Shaped By

  5. 13 maj

    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! ✌️

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

  6. 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! ✌️

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

  7. 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! ✌️

    Five Years of Shaped By: Nick Farrar, Shaped By

  8. 9 mars

    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! ✌️

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

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

  • Skapad av
    Shaped By
  • Aktiva år
    2021 - 2026
  • Avsnitt
    82
  • Åldersgräns
    Vuxet innehåll
  • Copyright
    © 2026 The Changemakers
  • Programmets webbplats
    The Changemakers

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