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PODCAST

The Changemakers

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.

business marketing

All Episodes

53:28

Five Years of Shaped By: Nick Farrar, Shaped By

The Changemakers ·

2026/04/09

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 dec...

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34:51

Growing a scale-up brand through iteration and...

The Changemakers ·

2026/03/09

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 experimentat...

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31:13

A cybersecurity giant going back to the future :...

The Changemakers ·

2026/01/27

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 gettin...

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41:31

Yin needs Yang - Your visual and verbal brands in...

The Changemakers ·

2026/01/20

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 ...

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22:25

The art of unplugging - Practising creativity without...

The Changemakers ·

2026/01/13

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 tru...

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30:27

The art of unplugging - honing your analog...

The Changemakers ·

2026/01/06

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 researc...

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38:15

Scaling a truly bold brand identity: Scott Smith,...

The Changemakers ·

2025/12/18

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...

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26:09

Putting human emotion at the heart of B2B: Alex...

The Changemakers ·

2025/12/11

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 ble...

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41:53

Episode #60: Navigating the enterprise AI...

The Changemakers ·

2025/12/04

In this episode of The Changemakers, Dave Corlett, Business Director at Shaped By, sits down with Joseph Steele, Lead Brand Strategist at Celonis, to dive deep into brand, technology, and "anarchistic accelerationism". How does a company like Celonis, which was already pioneering AI technology long before it went mainstream, adapt its brand positioning without getting lost in the "now with AI" enterprise noise? As well as tackling that thorny question, Dave and Joseph go deep into what ...

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24:24

Why creative leaders need a seat at the board table :...

The Changemakers ·

2025/11/27

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 strateg...

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36:41

Why B2B buyers aren't as rational as they think:...

The Changemakers ·

2025/11/21

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...

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40:30

Elevating your team from order-takers to strategic...

The Changemakers ·

2025/11/17

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 d...

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24:52

Byte-Size: Dave & Nick talk Shaped by AI

The Changemakers ·

2025/10/28

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 ...

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44:01

How emotive storytelling unlocks permission to sell

The Changemakers ·

2025/10/23

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...

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25:21

What’s new at Bring Your Own Bold ‘25

The Changemakers ·

2025/10/13

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...

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55:34

Measuring B2B Brand Performance

The Changemakers ·

2025/09/02

In the Changemakers, we try to cover the broad subject of creativity in B2B from as many angles as possible, and we’ve covered quite a few so far. But one thing we haven't dived into too much until today is the brand measurement and tracking side of things. Emilia is the Founder of Pebble Strategy and has a wealth of experience in all things B2B brand planning, market research and particularly brand tracking. We chat to her about some of the do's and don'ts in this area. We discuss thin...

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28:31

Byte-Size: Alex & Justin on brand voice in an AI world

The Changemakers ·

2025/08/06

Here's another of our Byte-Size episodes! These are little chats between the team at Shaped By, sometimes about creativity in B2B, sometimes about something completely different. In this one, Alex Waite (Strategy Director) sits down with Justin Ballantine (Associate Creative Director, Messaging) to talk brand voice in an AI-saturated world. They cover where AI helps and where it falls short. Why human nuance still matters. And how brands can keep their voice distinct when everyone’s automatin...

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41:33

Mastering B2B messaging magic: Chris Silvestri,...

The Changemakers ·

2025/07/23

Our guest on this episode of The Changemakers is Chris Silvestri, also known as The Conversion Alchemist. With a background as a software engineer in industrial automation, Chris made a sharp turn into digital marketing, bringing a unique perspective to his work as a SaaS message-market fit specialist and conversion copywriter for B2B SaaS brands like Moz since 2016. Chris explains to Dave why Series A to C companies often struggle to differentiate their messaging and get lost in the crowd, d...

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43:32

Making in-house a home: David Wall, Tines

The Changemakers ·

2025/07/04

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 w...

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45:25

The inseparable link between brand and product...

The Changemakers ·

2025/06/16

In this episode of The Changemakers, Dave chats with Rachel Gogel, a seasoned creative executive consultant. Having built brands at titans like The New York Times, Meta, and Airbnb, Rachel knows a thing or two about transforming brand from a 'nice-to-have' into a vital business engine, and dives into her diverse career journey, from her graphic design roots to her current role as a fractional design leader and educator. For creative leaders, Rachel offers invaluable advice on getting brand ta...

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76 results

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