Changing Shapes

Tom Horak

Every product creates a relationship between the people who build it and the people who use it. Changing Shapes is a podcast for founders, builders and operators who want to make things that connect with the people who use them. Host Tom Horak, founder of All Shapes (allshapes.io), talks with people who have built that relationship between product and audience, and gets them to walk through exactly how. Tom founded the studio behind Five Minute Journal and The Doctor’s Kitchen. He started his career in fine art and has spent over a decade thinking about what makes that relationship hold up. New episodes weekly.

  1. APR 7

    EP 17: Rising above the median trap - with Ben Perreau

    Most AI tools are trained to give you something. An answer, a rewrite, a suggestion. But what if that helpfulness is quietly pushing everyone toward the same voice, the same style, the same median? Ben Perreau is a former journalist, founder and CEO of Parafoil — a leadership intelligence tool that uses real meeting transcripts to help managers understand how they’re actually leading, not how they think they are. He started his career in newsrooms during the shift from analog to digital, then built startups in music tech before landing here. In this conversation, Tom and Ben explore: Why journalism taught him to separate stories from evidence — and why that skill now matters more than ever How most LLMs push you toward the median when leaders need to be differentiated The risk of AI becoming a crutch that atrophies skill rather than building it Why chatbots are incentivised to always give you something, even when nothing was needed Who gets to define the “better version” of a leader that a tool optimises toward Why he thinks chat interfaces are like drinking your whole meal through a straw His contrarian take: this is actually the best time in decades to start building things yourself Ben also shares why he named his company Applied Humanity, how Parafoil avoids the surveillance trap by keeping data private to the individual, and why liberal arts degrees still matter. If you’re thinking about how AI is reshaping management, wondering whether these tools make us sharper or just smoother, or building anything that touches how people work together — this one gets into it. Links Parafoil: A leadership intelligence platform that turns real conversations into insight, helping managers improve through evidence rather than heuristics. Ben Perreau: Founder and CEO of Parafoil (Applied Humanity, Inc.). Former journalist and radio presenter, with a background spanning BBC, NME, Sky Television, and music tech startups Synkio and Gigulate. Thomas Horak is the founder of All Shapes, a design and product studio working with founders, scale-ups and innovative enterprises to build meaningful digital tools that last. All Shapes blends craft, culture and human clarity — helping teams move from early concepts to high-performing, values-aligned experiences. Subscribe for more conversations at the intersection of culture, values, and technology.

    35 min
  2. MAR 31

    EP 16: If AI does the thinking, what is left to learn? - with Khairunnisa Mohamedali, PhD

    Most tools today are designed to remove friction. AI writes the essay, surfaces the answer, smooths the path. But what if that’s precisely the problem? Dr. Khairunnisa Mohamedali is a social anthropologist, MD and Chief Innovation Officer at the Smarty Train — an award-winning learning, onboarding and behaviour change agency. She works at the intersection of human-centred design, the science of how people grow, and the hard reality of shifting organisational cultures at scale. In this conversation, Tom and Khairunnisa explore: Why AI fluency isn’t the same as AI literacy — and what organisations keep getting wrong when they train for it How convenience erodes the skills we don’t realise we’re losing Why the best learning design makes everything except the moment of discomfort frictionless How to get from base-level competence to higher-order thinking when AI has already automated the base level The difference between inclusion and belonging — and why the entry point to that conversation matters as much as the conversation itself Why you can’t change minds with facts, and what you actually need instead The case for optimism about human resilience — and the responsibility that comes with it Khairunnisa also shares her own system for navigating discomfort: how she wrote her PhD 2,500 words a day (borrowing a method from Stephen King), why self-awareness is the most under-invested skill in most workplaces, and what belonging actually feels like when you encounter it versus when you only perform it. If you’re building learning cultures, navigating a career in an increasingly AI-shaped world, or just wondering whether convenience is quietly making us worse at thinking — this conversation is worth sitting with. Links The Smarty Train: The Smarty Train An award-winning learning and development agency specialising in early talent, organisational culture, and human-centred design. Dr. Khairunnisa Mohamedali, PhD. MD and Chief Innovation Officer at The Smarty Train. A social scientist by training, she uses methodological rigour and a holistic systems approach to lead the design and delivery of experiences that have impact, embed learning, and change behaviours. She is a published methodologist, an award-winning innovator, and was selected as a Woman of the Future 2018. Thomas Horak is the founder of All Shapes, a design and product studio working with founders, scale-ups and innovative enterprises to build meaningful digital tools that last. All Shapes blends craft, culture and human clarity — helping teams move from early concepts to high-performing, values-aligned experiences. Subscribe for more conversations at the intersection of culture, values, and technology.

    34 min
  3. 12/22/2025

    EP 15: Jules Olcer - We're Connected But Not Close: Inside Village, the Relational Intelligence App

    Most of us have that guilt—forgetting to check in, meaning to reach out but postponing. Jules (Gulin) Olcer, founder of Village, believes we've passed a cultural tipping point where connection tools need to evolve. Tom and Jules explore why 93% of our Instagram time isn't spent with people we actually know, how AI can facilitate (not replace) human connection, and why Village is building what Jules calls a "relationship operating system." From her sabbatical reading about systemic crises to a scrappy ChatGPT experiment that sparked the product, Jules shares the journey of creating a social app designed to reduce guilt, not maximise screen time. Learn why vulnerability needs frequency, how Village measures success without addiction metrics, and what it means to build a product where time-in-app isn't the goal. Links Village: https://www.villagesocial.app/Village is building what they call a “relationship operating system”—a private space where you can track, nurture, and show up for your 5-150 meaningful relationships. Unlike traditional social networks optimised for time-in-app, Village measures success by how well it helps you maintain connections without guilt or overwhelm. Jules Olcer on LinkedIn: https://www.linkedin.com/in/gulinolcer/ Jules is the founder of Village, a social app designed to help people show up for the relationships that matter most. With a background in psychology and experience in creative industries and climate-related projects, Jules brings a systems-thinking approach to solving the loneliness epidemic. Village uses AI to send contextual nudges that facilitate deeper human connection without replacing it. Tom on LinkedIn: https://www.linkedin.com/in/thomas-horak/Tom is the founder of All Shapes, a design and product studio working with founders, scale-ups and innovative enterprises to build meaningful digital tools that last. All Shapes blends craft, culture and human clarity — helping teams move from early concepts to high-performing, values-aligned experiences.Subscribe for more conversations at the intersection of culture, values, and technology.

    45 min
  4. 12/08/2025

    EP 14: The Speed of Safety: Why Healthcare Can't 'Move Fast and Break Things'

    Most software for clinicians gets built twice - once for compliance and then again when teams realize clinicians and patients won’t actually use them. Tom and Hiba break down what separates the winners from the expensive rebuilds. We examine real examples—C the Signs in primary care, Viz.ai in imaging, Tempus in oncology—and extract six actionable design principles that healthtech builders can implement immediately. Learn why privacy must be the default (not the disclaimer), how to make consent contextual instead of legalistic, and why explainability builds more trust than sophistication. These tools are turning health records into early warning systems, but only when both patients and clinicians actually trust them. Perfect for CPOs, product leaders, and founders building in the patient data space. Links Hiba on LinkedIn: ⁠https://www.linkedin.com/in/hibaganta/⁠ The Needful is Hiba’s newsletter on cultural intelligence for sharper, human-led product decisions. It’s for indie founders and small teams who want clarity without the AI hype. Expect pragmatic strategy, mental models, and cultural research that lift your team’s thinking. Hiba reads features, stories, and signals in one go — from product to org culture — so you can ship with craft, protect user trust, and keep real judgment in the loop. Tom on LinkedIn: ⁠https://www.linkedin.com/in/thomas-horak/⁠ Tom is the founder of ⁠All Shapes⁠, a design and product studio working with founders, scale-ups and innovative enterprises to build meaningful digital tools that last. All Shapes blends craft, culture and human clarity — helping teams move from early concepts to high-performing, values-aligned experiences.Subscribe for more conversations at the intersection of culture, values, and technology. Subscribe for more conversations at the intersection of culture, values, and technology.

    42 min
  5. 11/24/2025

    EP 13: Where Documentation Ends and Care Begins – Wish I Thought of That

    How AI, logistics, and thoughtful design are reshaping the humanity of care This week’s Wish I Thought of That digs into a part of healthcare most people never see: the admin. Clinicians today spend 30–50% of their time documenting, coding, chasing insurance forms or navigating clunky digital systems — a staggering shift that’s reshaping both patient care and contributing to clinician burnout. In this episode, we explore why this burden has grown, what it means for the human experience of medicine, and how a new generation of tools is quietly changing the story. We break down three emerging layers of “clerk-class” health tech: AI scribes like Voize that turn speech into structured documentation, practice OS platforms like Nelly that streamline onboarding and paperwork, and Uber-like logistics tools that coordinate in-home care more efficiently. Together, these products aren’t replacing clinicians — they’re giving them time back. And they raise a bigger question: what happens to clinical judgment, empathy and connection when the system finally reduces its drag? Along the way, Tom and Hiba examine the design principles behind tools that actually make healthcare more human, not less. From “don’t make me think” UX to contextual workflows, they explore why empathy has to be engineered into the invisible moments of care, not sprinkled on top. They also look at how structured admin data fuels early-detection tools like C the Signs, which has already helped detect over 65,000 cancer cases by spotting patterns in the data. This episode asks a simple but consequential question:If we redesign the admin layer of healthcare, do we unlock better medicine — or risk turning care into an industrial process? If you work in health, design, or tech, or you’ve ever felt processed instead of cared for in a clinic, this one will resonate. Key themes The 30–50% admin burden and how it reshapes care The rise of AI scribes, practice OS tools and care-logistics platforms Designing tools that reduce cognitive load, not empathy “AI as the clerk-class”: freeing humans for human work Why context matters more than features in clinical UX Structured admin → early detection → life-saving outcomes Making healthcare more human through better systems, not shinier apps Links Hiba on LinkedIn: https://www.linkedin.com/in/hibaganta/The Needful is Hiba’s newsletter on cultural intelligence for sharper, human-led product decisions. It’s for indie founders and small teams who want clarity without the AI hype. Expect pragmatic strategy, mental models, and cultural research that lift your team’s thinking. Hiba reads features, stories, and signals in one go — from product to org culture — so you can ship with craft, protect user trust, and keep real judgment in the loop. Tom on LinkedIn: https://www.linkedin.com/in/thomas-horak/Tom is the founder of All Shapes, a design and product studio working with founders, scale-ups and innovative enterprises to build meaningful digital tools that last. All Shapes blends craft, culture and human clarity — helping teams move from early concepts to high-performing, values-aligned experiences.Subscribe for more conversations at the intersection of culture, values, and technology. Subscribe for more conversations at the intersection of culture, values, and technology.

    31 min

About

Every product creates a relationship between the people who build it and the people who use it. Changing Shapes is a podcast for founders, builders and operators who want to make things that connect with the people who use them. Host Tom Horak, founder of All Shapes (allshapes.io), talks with people who have built that relationship between product and audience, and gets them to walk through exactly how. Tom founded the studio behind Five Minute Journal and The Doctor’s Kitchen. He started his career in fine art and has spent over a decade thinking about what makes that relationship hold up. New episodes weekly.