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.
Storytelling Is the Number One Skill of the AI Era — Sabine Devins
What's the point? And who cares?"
Sabine Devins asks those two questions before she writes anything. Every founder I know who freezes at the blank page is freezing because they haven't answered them yet.
Sabine is a digital storyteller and creative content director based in Berlin. Before that she was a journalist for National Geographic, Voice of America, NHK, Handelsblatt Global. She now works mostly with B2B tech companies — the ones building genuinely interesting technology who haven't figured out how to talk about it beyond their own four walls.
We get into why storytelling has quietly become the load-bearing skill of this era — not the soft skill, not the nice-to-have, the load-bearing one. Why AI fatigue is real and what people are actually craving instead. The two questions she asks before any piece of work. How a single line from a Brexit interview — "20% of my retirement is gone" — taught her what data is missing when it doesn't have a human inside it. And what every product person can borrow from the way a storyteller decides what to make.
If you've ever stared at the LinkedIn post box and not known what to say, this is the conversation.
Chapters
00:00 "AI can only repeat what's already been done"
00:36 Why storytelling became the load-bearing skill
02:45 AI fatigue is real — and what we're craving instead
03:35 The two questions: "What's the point? And who cares?"
07:25 Finding the human in the data
11:38 What's in it for the storyteller — and the question of trust
Recorded at The Social Hub Berlin.
Changing Shapes is hosted by Tom Horak, founder of All Shapes — a podcast about the relationship between idea, maker, and audience, and how to get it right.
22 May 2026
The Practice of Shaping Your Inner World | Juju Kim
"Everything you build eventually teaches you something about yourself. The question is, are you paying attention to learn it?"
This episode is for anyone building anything in public, a product, a company, a content practice, and wondering whether the metrics are telling them the real story.
Tom went into this interview thinking they were going to talk about running. They talked about so much more than that.
Juju Kim is an ultra runner. She ran from LA to Las Vegas. Currently, she's training for 500 kilometers across the Atacama. Her practice started two years ago as a 20-minute deal she made with herself from her bed, after a breakup, in the middle of months of doom-scrolling. The deal was small on purpose: if you're going to rot, run for twenty minutes. Then a second deal: if you're going to doom-scroll, make one video.
What she films now is the inside of that promise, still being kept.
Tom and Juju talk about why she didn't want to be a running influencer, why she keeps the camera on for the part most people would edit out, what happened on day six of the LA-to-Vegas race when her sponsors had already pulled out and a team of strangers told her to go finish without them, and what her audience is actually watching when they watch her.
Recorded at The Social Hub Berlin.
Changing Shapes is hosted by Tom Horak, founder of All Shapes — a podcast about the relationship between idea, maker, and audience, and how to get it right.
18 May 2026
Changing Shapes Trailer
The AI era didn't create a crisis of purpose. It made the absence of one harder to hide. When anyone can produce, the question of why you are the one making this becomes impossible to avoid.
There's one thing no tool can replicate. Not because the tools aren't good enough yet, but because of what they are. AI has never lost anything. It has no experience to draw from, no moment that changed how it sees, nothing it built a conviction around because life made it unavoidable.
The guests this season have all of that: moments that cost them something and changed how they see, and a way of working built directly around what those moments taught them. They drew that line before anyone called it a strategy. None of these conversations come with a framework or a playbook. What they come with is proof.
Who has been a guest on Changing Shapes
Names identified in recent episode analyses. Showing up to five guests.
Jules Olcer
Tim Weinheimer
Alex Platanov
Evan Yudell
Onika Simon
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
YouTube views
700
Score snapshot 15 Sept 2025
Podcast Authority Score: 19 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
13
Social presence
0
YouTube
64
Engagement
0
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