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&apos;s award-winning identity.Together they unpack:<ul><li>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?</li><li>The system for scaling a complex brand identity across all touchpoints, using the &quot;brand matrix&quot; to push the boundaries creatively while still ensuring a through-line.</li><li>The importance of leading by example in a creative studio and how Scott fosters a culture of high engagement and serious, fun work.</li><li>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.</li></ul>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 🎧Timestamps02:03: 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 &quot;super bloom&quot; creative concept for the Pioneer event.12:28: Scaling the complex brand using the strategic &quot;Brand Matrix.&quot;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.<a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/2057233/open_sms">Send us a message if you enjoyed this episode</a>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 <a href='https://youtube.com/playlist?list=PLvnlkJwGYRFgc0BZMSft9nAHLHPLfKWCu&amp;si=uEaJ3dnO8ApffhTx'>YouTube</a> 👉 Follow us on <a href='https://www.linkedin.com/company/shaped-by'>LinkedIn</a> for regular snippets in your feed 👉 <a href='https://shaped-by.com/'>Visit our website</a> for more in-depth thinking on topics 👉 <a href='https://shaped-by.com/subscribe-for-b2b-inspiration/'>Subscribe to Beyond</a> our monthly collection of insight, opinion and inspiration And finally please <a href='https://podcasts.apple.com/gb/podcast/the-changemakers/id1599320479'>rate our podcast on Apple</a> if you enjoyed it! ✌️

<description>&lt;p&gt;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?&lt;/p&gt;&lt;p&gt;Scott, a champion of exceptional creative vision, unpacks the secrets behind Intercom&amp;apos;s award-winning identity.&lt;/p&gt;&lt;p&gt;Together they unpack:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;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?&lt;/li&gt;&lt;li&gt;The system for scaling a complex brand identity across all touchpoints, using the &amp;quot;brand matrix&amp;quot; to push the boundaries creatively while still ensuring a through-line.&lt;/li&gt;&lt;li&gt;The importance of leading by example in a creative studio and how Scott fosters a culture of high engagement and serious, fun work.&lt;/li&gt;&lt;li&gt;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.&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;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.&lt;/p&gt;&lt;p&gt;Listen now 🎧&lt;/p&gt;&lt;p&gt;&lt;b&gt;Timestamps&lt;/b&gt;&lt;/p&gt;&lt;p&gt;02:03: Brand is a galaxy, the antithesis of a brand-in-a-box.&lt;/p&gt;&lt;p&gt;03:36: Brand idea: Customer service changes everything. Change is key.&lt;/p&gt;&lt;p&gt;05:25: How to execute in the most exceptional creative way possible.&lt;/p&gt;&lt;p&gt;06:38: The &amp;quot;super bloom&amp;quot; creative concept for the Pioneer event.&lt;/p&gt;&lt;p&gt;12:28: Scaling the complex brand using the strategic &amp;quot;Brand Matrix.&amp;quot;&lt;/p&gt;&lt;p&gt;12:56: Ace the Basics: The fallback brand skeleton when moving fast.&lt;/p&gt;&lt;p&gt;17:15: The best job part: Team creative is stronger than initial vision.&lt;/p&gt;&lt;p&gt;21:30: Creative leadership tenants: Early is on time, lead by example.&lt;/p&gt;&lt;p&gt;23:13: Creative team is the &lt;em&gt;example&lt;/em&gt; for company operations, not the exception.&lt;/p&gt;&lt;p&gt;&lt;a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/2057233/open_sms"&gt;Send us a message if you enjoyed this episode&lt;/a&gt;&lt;/p&gt;&lt;p&gt;If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. &lt;br/&gt;&lt;br/&gt;👉 Watch episodes on &lt;a href='https://youtube.com/playlist?list=PLvnlkJwGYRFgc0BZMSft9nAHLHPLfKWCu&amp;amp;si=uEaJ3dnO8ApffhTx'&gt;YouTube&lt;/a&gt;&lt;br/&gt;👉 Follow us on &lt;a href='https://www.linkedin.com/company/shaped-by'&gt;LinkedIn&lt;/a&gt; for regular snippets in your feed &lt;br/&gt;👉 &lt;a href='https://shaped-by.com/'&gt;Visit our website&lt;/a&gt; for more in-depth thinking on topics&lt;br/&gt;👉 &lt;a href='https://shaped-by.com/subscribe-for-b2b-inspiration/'&gt;Subscribe to Beyond&lt;/a&gt; our monthly collection of insight, opinion and inspiration&lt;br/&gt;&lt;br/&gt;And finally please &lt;a href='https://podcasts.apple.com/gb/podcast/the-changemakers/id1599320479'&gt;rate our podcast on Apple&lt;/a&gt; if you enjoyed it!&lt;br/&gt;&lt;br/&gt;✌️&lt;/p&gt;</description>

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...

Scaling a truly bold brand identity: Scott Smith, Intercom

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 &quot;super meaty topic&quot; of humanising B2B brands. Together they unpack:<ul><li>Why Alex believes 90% of the B2B world is failing to crack the human element, defaulting to &quot;grey&quot; because of a primal fear of people not liking their tone.</li><li>The insidious &quot;herd mentality&quot; that causes B2B brands to blend and converge around safe, jargon-filled design and copy.</li><li>The biggest internal challenge of brand building: winning hearts and minds by getting people to view their brand from the perspective of an outsider.</li><li>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.</li></ul>This is a very insightful conversation for any marketing or creative leader who is ready to make a difference with their brand.🎧 Listen nowTimestamps:00:34 - The primal fear and why 90% of the industry defaults to &apos;grey.&apos;03:17 - The herd mentality and B2B brands blending in.05:19 - Papaya Global&apos;s story: How they became a globally recognised brand.06:41 - Owning the narrative: Why the tagline is &quot;How the world gets paid.&quot;07:25 - The biggest internal battle: Winning hearts and minds inside the business.08:35 - The &quot;Air&quot; 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&apos;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. <a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/2057233/open_sms">Send us a message if you enjoyed this episode</a>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 <a href='https://youtube.com/playlist?list=PLvnlkJwGYRFgc0BZMSft9nAHLHPLfKWCu&amp;si=uEaJ3dnO8ApffhTx'>YouTube</a> 👉 Follow us on <a href='https://www.linkedin.com/company/shaped-by'>LinkedIn</a> for regular snippets in your feed 👉 <a href='https://shaped-by.com/'>Visit our website</a> for more in-depth thinking on topics 👉 <a href='https://shaped-by.com/subscribe-for-b2b-inspiration/'>Subscribe to Beyond</a> our monthly collection of insight, opinion and inspiration And finally please <a href='https://podcasts.apple.com/gb/podcast/the-changemakers/id1599320479'>rate our podcast on Apple</a> if you enjoyed it! ✌️

<description>&lt;p&gt;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 &amp;quot;super meaty topic&amp;quot; of humanising B2B brands. Together they unpack:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why Alex believes 90% of the B2B world is failing to crack the human element, defaulting to &amp;quot;grey&amp;quot; because of a primal fear of people not liking their tone.&lt;/li&gt;&lt;li&gt;The insidious &amp;quot;herd mentality&amp;quot; that causes B2B brands to blend and converge around safe, jargon-filled design and copy.&lt;/li&gt;&lt;li&gt;The biggest internal challenge of brand building: winning hearts and minds by getting people to view their brand from the perspective of an outsider.&lt;/li&gt;&lt;li&gt;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.&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;This is a very insightful conversation for any marketing or creative leader who is ready to make a difference with their brand.&lt;/p&gt;&lt;p&gt;🎧 &lt;em&gt;Listen now&lt;/em&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;Timestamps:&lt;/b&gt;&lt;/p&gt;&lt;p&gt;00:34 - The primal fear and why 90% of the industry defaults to &amp;apos;grey.&amp;apos;&lt;/p&gt;&lt;p&gt;03:17 - The herd mentality and B2B brands blending in.&lt;/p&gt;&lt;p&gt;05:19 - Papaya Global&amp;apos;s story: How they became a globally recognised brand.&lt;/p&gt;&lt;p&gt;06:41 - Owning the narrative: Why the tagline is &amp;quot;How the world gets paid.&amp;quot;&lt;/p&gt;&lt;p&gt;07:25 - The biggest internal battle: Winning hearts and minds inside the business.&lt;/p&gt;&lt;p&gt;08:35 - The &amp;quot;Air&amp;quot; thought exercise: Helping people see the brand as an outsider.&lt;/p&gt;&lt;p&gt;09:59 - The sliding scale of humanity: Humour fades closer to the customer.&lt;/p&gt;&lt;p&gt;11:41 - The strategic reason for a Super Bowl ad (and why a B2B FinTech did it).&lt;/p&gt;&lt;p&gt;13:41 - The PR angle: Generating 250 pieces of coverage because the ad became the story.&lt;/p&gt;&lt;p&gt;16:32 - The viral AI activation: Allowing users to put their face in the ad.&lt;/p&gt;&lt;p&gt;18:24 - Balancing emotional connection with rational confidence for multi-million dollar decisions.&lt;/p&gt;&lt;p&gt;21:48 - Alex&amp;apos;s first pure B2B SaaS role: The challenges of scale, speed, and complexity.&lt;/p&gt;&lt;p&gt;23:14 - The job of a creative: Understanding the product at a deep level to communicate its value.&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;&lt;a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/2057233/open_sms"&gt;Send us a message if you enjoyed this episode&lt;/a&gt;&lt;/p&gt;&lt;p&gt;If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. &lt;br/&gt;&lt;br/&gt;👉 Watch episodes on &lt;a href='https://youtube.com/playlist?list=PLvnlkJwGYRFgc0BZMSft9nAHLHPLfKWCu&amp;amp;si=uEaJ3dnO8ApffhTx'&gt;YouTube&lt;/a&gt;&lt;br/&gt;👉 Follow us on &lt;a href='https://www.linkedin.com/company/shaped-by'&gt;LinkedIn&lt;/a&gt; for regular snippets in your feed &lt;br/&gt;👉 &lt;a href='https://shaped-by.com/'&gt;Visit our website&lt;/a&gt; for more in-depth thinking on topics&lt;br/&gt;👉 &lt;a href='https://shaped-by.com/subscribe-for-b2b-inspiration/'&gt;Subscribe to Beyond&lt;/a&gt; our monthly collection of insight, opinion and inspiration&lt;br/&gt;&lt;br/&gt;And finally please &lt;a href='https://podcasts.apple.com/gb/podcast/the-changemakers/id1599320479'&gt;rate our podcast on Apple&lt;/a&gt; if you enjoyed it!&lt;br/&gt;&lt;br/&gt;✌️&lt;/p&gt;</description>

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...

Putting human emotion at the heart of B2B: Alex Walters, Papaya Global

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 &quot;anarchistic accelerationism&quot;.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 &quot;now with AI&quot; enterprise noise? As well as tackling that thorny question, Dave and Joseph go deep into what makes Joseph so positive about the world of AI, why he thinks it&apos;s a great leveller of technology, and how internal creative teams can carve out space for their own &apos;Manhattan project&apos;.Joseph also shares a surprisingly profound naval history analogy to show where we are in the current evolution of AI.This episode is a compelling, original conversation for anyone in the enterprise technology space looking to balance deep-seated brand consistency with rapid technological change.🎧 Listen now Timestamps 00:00 - Meet Joseph: Intro to Joseph Steele, Lead Brand Strategist at Celonis.01:22 - From Midlands to Munich: Joseph’s journey from Burton on Trent to the German tech scene.02:25 - Start with Why: How art school taught him to question everything (and apply it to business).04:19 - Celonis in a Nutshell: Unlocking the value trapped in enterprise processes.07:25 - The Optimist&apos;s Edge: Why Joseph is an &quot;anarchistic accelerationist&quot; on AI.09:16 - Revolutionary Learning: How tools like ChatGPT are a &quot;good leveler&quot; of expertise.12:14 - Allergic to Governance: Why AI is a chance to pursue a flatter, more democratic system.15:58 - Surviving the Hype Wave: Celonis&apos;s strategy to talk about AI without becoming &quot;Celonis.ai&quot;.19:15 - The Punk Aesthetic: Why a $13 billion B2B company needs a gritty, unique visual identity.24:57 - Dare to be Different: The Celonis ethos: be 10x better or completely different.25:38 - Skepticism &amp; Trust: Why a change-maker customer base trusts AI, despite failed pilot reports.28:23 - Legal Blockers: Why internal processes—not technology—are killing creative AI adoption.30:37 - The Manhattan Project: Why every creative team needs a secure space to mess around with AI.34:17 - Embracing Inevitability: Why trying to stop AI image-making is absurd.36:43 - The Dreadnought Analogy: Naval history explains exactly where we are in the AI revolution.<a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/2057233/open_sms">Send us a message if you enjoyed this episode</a>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 <a href='https://youtube.com/playlist?list=PLvnlkJwGYRFgc0BZMSft9nAHLHPLfKWCu&amp;si=uEaJ3dnO8ApffhTx'>YouTube</a> 👉 Follow us on <a href='https://www.linkedin.com/company/shaped-by'>LinkedIn</a> for regular snippets in your feed 👉 <a href='https://shaped-by.com/'>Visit our website</a> for more in-depth thinking on topics 👉 <a href='https://shaped-by.com/subscribe-for-b2b-inspiration/'>Subscribe to Beyond</a> our monthly collection of insight, opinion and inspiration And finally please <a href='https://podcasts.apple.com/gb/podcast/the-changemakers/id1599320479'>rate our podcast on Apple</a> if you enjoyed it! ✌️

<description>&lt;p&gt;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 &amp;quot;anarchistic accelerationism&amp;quot;.&lt;/p&gt;&lt;p&gt;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 &amp;quot;now with AI&amp;quot; enterprise noise? &lt;/p&gt;&lt;p&gt;As well as tackling that thorny question, Dave and Joseph go deep into what makes Joseph so positive about the world of AI, why he thinks it&amp;apos;s a great leveller of technology, and how internal creative teams can carve out space for their own &amp;apos;Manhattan project&amp;apos;.&lt;/p&gt;&lt;p&gt;Joseph also shares a surprisingly profound naval history analogy to show where we are in the current evolution of AI.&lt;/p&gt;&lt;p&gt;This episode is a compelling, original conversation for anyone in the enterprise technology space looking to balance deep-seated brand consistency with rapid technological change.&lt;/p&gt;&lt;p&gt;🎧 Listen now&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;Timestamps&lt;/b&gt;&lt;br/&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;00:00 - Meet Joseph: Intro to Joseph Steele, Lead Brand Strategist at Celonis.&lt;/p&gt;&lt;p&gt;01:22 - From Midlands to Munich: Joseph’s journey from Burton on Trent to the German tech scene.&lt;/p&gt;&lt;p&gt;02:25 - Start with Why: How art school taught him to question everything (and apply it to business).&lt;/p&gt;&lt;p&gt;04:19 - Celonis in a Nutshell: Unlocking the value trapped in enterprise processes.&lt;/p&gt;&lt;p&gt;07:25 - The Optimist&amp;apos;s Edge: Why Joseph is an &amp;quot;anarchistic accelerationist&amp;quot; on AI.&lt;/p&gt;&lt;p&gt;09:16 - Revolutionary Learning: How tools like ChatGPT are a &amp;quot;good leveler&amp;quot; of expertise.&lt;/p&gt;&lt;p&gt;12:14 - Allergic to Governance: Why AI is a chance to pursue a flatter, more democratic system.&lt;/p&gt;&lt;p&gt;15:58 - Surviving the Hype Wave: Celonis&amp;apos;s strategy to talk about AI without becoming &amp;quot;Celonis.ai&amp;quot;.&lt;/p&gt;&lt;p&gt;19:15 - The Punk Aesthetic: Why a $13 billion B2B company needs a gritty, unique visual identity.&lt;/p&gt;&lt;p&gt;24:57 - Dare to be Different: The Celonis ethos: be 10x better or completely different.&lt;/p&gt;&lt;p&gt;25:38 - Skepticism &amp;amp; Trust: Why a change-maker customer base trusts AI, despite failed pilot reports.&lt;/p&gt;&lt;p&gt;28:23 - Legal Blockers: Why internal processes—not technology—are killing creative AI adoption.&lt;/p&gt;&lt;p&gt;30:37 - The Manhattan Project: Why every creative team needs a secure space to &lt;em&gt;mess around&lt;/em&gt; with AI.&lt;/p&gt;&lt;p&gt;34:17 - Embracing Inevitability: Why trying to stop AI image-making is absurd.&lt;/p&gt;&lt;p&gt;36:43 - The Dreadnought Analogy: Naval history explains exactly where we are in the AI revolution.&lt;/p&gt;&lt;p&gt;&lt;a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/2057233/open_sms"&gt;Send us a message if you enjoyed this episode&lt;/a&gt;&lt;/p&gt;&lt;p&gt;If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. &lt;br/&gt;&lt;br/&gt;👉 Watch episodes on &lt;a href='https://youtube.com/playlist?list=PLvnlkJwGYRFgc0BZMSft9nAHLHPLfKWCu&amp;amp;si=uEaJ3dnO8ApffhTx'&gt;YouTube&lt;/a&gt;&lt;br/&gt;👉 Follow us on &lt;a href='https://www.linkedin.com/company/shaped-by'&gt;LinkedIn&lt;/a&gt; for regular snippets in your feed &lt;br/&gt;👉 &lt;a href='https://shaped-by.com/'&gt;Visit our website&lt;/a&gt; for more in-depth thinking on topics&lt;br/&gt;👉 &lt;a href='https://shaped-by.com/subscribe-for-b2b-inspiration/'&gt;Subscribe to Beyond&lt;/a&gt; our monthly collection of insight, opinion and inspiration&lt;br/&gt;&lt;br/&gt;And finally please &lt;a href='https://podcasts.apple.com/gb/podcast/the-changemakers/id1599320479'&gt;rate our podcast on Apple&lt;/a&gt; if you enjoyed it!&lt;br/&gt;&lt;br/&gt;✌️&lt;/p&gt;</description>

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 ...

Navigating the enterprise AI battleground : Joseph Steele, Celonis

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:<ul><li>Why the experience era demands right-brain thinkers in leadership.</li><li>The difference between a growth marketing and a brand marketing mindset in a downturn.</li><li>The &apos;glass ceiling&apos; for creatives and why many creatives &quot;shoot themselves in the foot&quot; by not learning business strategy.</li><li>How the &quot;design-led movement&quot; opened the door for Chief Design Officers—but why that&apos;s not enough.</li></ul>Don&apos;t miss this one. It&apos;s a non-negotiable conversation if you&apos;re looking to elevate your creative impact and make the case for creative leadership in your business.🎧 Listen now Timestamps<ul><li>00:00 - Introduction: Meet Adam Morgan and the case for creative leadership.</li><li>01:02 - Why the Experience Era demands creative leaders on the board.</li><li>01:43 - Why creative people are best poised to understand customers and emotional connections.</li><li>05:42 - The counter argument: Why most companies don&apos;t take this approach.</li><li>06:11 - The CMO challenge: Performance marketing focus vs. creative understanding.</li><li>08:35 - The &apos;glass ceiling&apos; and why creatives aren&apos;t stepping up to C-level roles.</li><li>11:56 - Is creativity seen as &apos;fluffy&apos;? The cultural problem of &apos;squeeze, squeeze, squeeze&apos; operational efficiency.</li><li>13:58 - Design vs. Creativity: The impact of the design-led movement.</li><li>15:48 - The Chief Experience Officer: Why they are the master problem solvers.</li><li>17:43 - Building the creative leadership movement: The importance of seeing yourself up there.</li><li>21:25 - The search for B2B companies with a Chief Creative or Experience Officer.</li><li>23:17 - Closing remarks: Start the movement!</li></ul><a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/2057233/open_sms">Send us a message if you enjoyed this episode</a>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 <a href='https://youtube.com/playlist?list=PLvnlkJwGYRFgc0BZMSft9nAHLHPLfKWCu&amp;si=uEaJ3dnO8ApffhTx'>YouTube</a> 👉 Follow us on <a href='https://www.linkedin.com/company/shaped-by'>LinkedIn</a> for regular snippets in your feed 👉 <a href='https://shaped-by.com/'>Visit our website</a> for more in-depth thinking on topics 👉 <a href='https://shaped-by.com/subscribe-for-b2b-inspiration/'>Subscribe to Beyond</a> our monthly collection of insight, opinion and inspiration And finally please <a href='https://podcasts.apple.com/gb/podcast/the-changemakers/id1599320479'>rate our podcast on Apple</a> if you enjoyed it! ✌️

<description>&lt;p&gt;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:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why the experience era demands right-brain thinkers in leadership.&lt;/li&gt;&lt;li&gt;The difference between a growth marketing and a brand marketing mindset in a downturn.&lt;/li&gt;&lt;li&gt;The &amp;apos;glass ceiling&amp;apos; for creatives and why many creatives &amp;quot;shoot themselves in the foot&amp;quot; by not learning business strategy.&lt;/li&gt;&lt;li&gt;How the &amp;quot;design-led movement&amp;quot; opened the door for Chief Design Officers—but why that&amp;apos;s not enough.&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Don&amp;apos;t miss this one. It&amp;apos;s a non-negotiable conversation if you&amp;apos;re looking to elevate your creative impact and make the case for creative leadership in your business.&lt;/p&gt;&lt;p&gt;🎧 &lt;em&gt;Listen now&lt;/em&gt;&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;b&gt;Timestamps&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;00:00 - Introduction: Meet Adam Morgan and the case for creative leadership.&lt;/li&gt;&lt;li&gt;01:02 - Why the Experience Era demands creative leaders on the board.&lt;/li&gt;&lt;li&gt;01:43 - Why creative people are best poised to understand customers and emotional connections.&lt;/li&gt;&lt;li&gt;05:42 - The counter argument: Why most companies don&amp;apos;t take this approach.&lt;/li&gt;&lt;li&gt;06:11 - The CMO challenge: Performance marketing focus vs. creative understanding.&lt;/li&gt;&lt;li&gt;08:35 - The &amp;apos;glass ceiling&amp;apos; and why creatives aren&amp;apos;t stepping up to C-level roles.&lt;/li&gt;&lt;li&gt;11:56 - Is creativity seen as &amp;apos;fluffy&amp;apos;? The cultural problem of &amp;apos;squeeze, squeeze, squeeze&amp;apos; operational efficiency.&lt;/li&gt;&lt;li&gt;13:58 - Design vs. Creativity: The impact of the design-led movement.&lt;/li&gt;&lt;li&gt;15:48 - The Chief Experience Officer: Why they are the master problem solvers.&lt;/li&gt;&lt;li&gt;17:43 - Building the creative leadership movement: The importance of seeing yourself up there.&lt;/li&gt;&lt;li&gt;21:25 - The search for B2B companies with a Chief Creative or Experience Officer.&lt;/li&gt;&lt;li&gt;23:17 - Closing remarks: Start the movement!&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/2057233/open_sms"&gt;Send us a message if you enjoyed this episode&lt;/a&gt;&lt;/p&gt;&lt;p&gt;If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. &lt;br/&gt;&lt;br/&gt;👉 Watch episodes on &lt;a href='https://youtube.com/playlist?list=PLvnlkJwGYRFgc0BZMSft9nAHLHPLfKWCu&amp;amp;si=uEaJ3dnO8ApffhTx'&gt;YouTube&lt;/a&gt;&lt;br/&gt;👉 Follow us on &lt;a href='https://www.linkedin.com/company/shaped-by'&gt;LinkedIn&lt;/a&gt; for regular snippets in your feed &lt;br/&gt;👉 &lt;a href='https://shaped-by.com/'&gt;Visit our website&lt;/a&gt; for more in-depth thinking on topics&lt;br/&gt;👉 &lt;a href='https://shaped-by.com/subscribe-for-b2b-inspiration/'&gt;Subscribe to Beyond&lt;/a&gt; our monthly collection of insight, opinion and inspiration&lt;br/&gt;&lt;br/&gt;And finally please &lt;a href='https://podcasts.apple.com/gb/podcast/the-changemakers/id1599320479'&gt;rate our podcast on Apple&lt;/a&gt; if you enjoyed it!&lt;br/&gt;&lt;br/&gt;✌️&lt;/p&gt;</description>

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...

Why creative leaders need a seat at the board table : Adam Morgan, VP Brand, Twilio

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&apos;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&apos;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<a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/2057233/open_sms">Send us a message if you enjoyed this episode</a>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 <a href='https://youtube.com/playlist?list=PLvnlkJwGYRFgc0BZMSft9nAHLHPLfKWCu&amp;si=uEaJ3dnO8ApffhTx'>YouTube</a> 👉 Follow us on <a href='https://www.linkedin.com/company/shaped-by'>LinkedIn</a> for regular snippets in your feed 👉 <a href='https://shaped-by.com/'>Visit our website</a> for more in-depth thinking on topics 👉 <a href='https://shaped-by.com/subscribe-for-b2b-inspiration/'>Subscribe to Beyond</a> our monthly collection of insight, opinion and inspiration And finally please <a href='https://podcasts.apple.com/gb/podcast/the-changemakers/id1599320479'>rate our podcast on Apple</a> if you enjoyed it! ✌️

<description>&lt;p&gt;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 &lt;b&gt;Richard Shotton&lt;/b&gt;, author of the influential book The Choice Factory.&lt;/p&gt;&lt;p&gt;Richard&amp;apos;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&amp;apos;re not. B2B professionals are just as influenced by biases as B2C customers.&lt;/p&gt;&lt;p&gt;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.&lt;/p&gt;&lt;p&gt;Richard shares incredible real-world examples that challenge what you think you know about your customer journey.&lt;/p&gt;&lt;p&gt;This episode is packed with practical, costless principles you can apply to stack the odds in your favour and drive behavior change.&lt;/p&gt;&lt;p&gt;🎧 &lt;em&gt;Listen now&lt;/em&gt;&lt;/p&gt;&lt;p&gt;&lt;a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/2057233/open_sms"&gt;Send us a message if you enjoyed this episode&lt;/a&gt;&lt;/p&gt;&lt;p&gt;If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. &lt;br/&gt;&lt;br/&gt;👉 Watch episodes on &lt;a href='https://youtube.com/playlist?list=PLvnlkJwGYRFgc0BZMSft9nAHLHPLfKWCu&amp;amp;si=uEaJ3dnO8ApffhTx'&gt;YouTube&lt;/a&gt;&lt;br/&gt;👉 Follow us on &lt;a href='https://www.linkedin.com/company/shaped-by'&gt;LinkedIn&lt;/a&gt; for regular snippets in your feed &lt;br/&gt;👉 &lt;a href='https://shaped-by.com/'&gt;Visit our website&lt;/a&gt; for more in-depth thinking on topics&lt;br/&gt;👉 &lt;a href='https://shaped-by.com/subscribe-for-b2b-inspiration/'&gt;Subscribe to Beyond&lt;/a&gt; our monthly collection of insight, opinion and inspiration&lt;br/&gt;&lt;br/&gt;And finally please &lt;a href='https://podcasts.apple.com/gb/podcast/the-changemakers/id1599320479'&gt;rate our podcast on Apple&lt;/a&gt; if you enjoyed it!&lt;br/&gt;&lt;br/&gt;✌️&lt;/p&gt;</description>

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...

Why B2B buyers aren't as rational as they think: Richard Shotton, Author of The Choice Factory

We interview leading B2B marketers and creatives from the tech world to find out the role that creativity plays in helping them market their business. Changemakers are people and brands making waves, embracing new ways of thinking, and working. Applying creativity to bring about change. Hopefully, they inspire you on your journey to more effective marketing. Hosted by Shaped By, a creative agency for the B2B tech world. Follow us on social for more creative insights, inspiration and opinions.LinkedIn - https://www.linkedin.com/company/shaped-by | Twitter - https://twitter.com/shaped_by_ | Instagram - https://www.instagram.com/shaped_by_/

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