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The art of unplugging - honing your analog intelligence : Everett Katigbak, Works by Everett
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 research lab: How a "punk rock" print studio in the heart of Silicon Valley became the epicenter of a global company’s culture.
- The "Mark of the Maker": Why showing the humanity and even the "mistakes" in our work creates a deeper connection with the audience than perfect digital output.
- Designing for AI with a human touch: Behind the scenes of building the Claude brand identity at Anthropic and why physical craft matters even for 100% digital products.
- The founder’s disconnect: Why innovative startups often default to safe, "category-standard" stories and how to reclaim your original narrative.
- Thinking with your hands: Why reconnecting with physical tools is a non-negotiable meditative practice for the modern designer.
This is a provocative conversation for any creative leader or founder looking to resist the "cognitive offload" of technology and embrace their authentic, inner bold.
Listen now 🎧
Timestamps
01:03 - The Silicon Valley "Lone Designers": Founding the Facebook analog research lab.
03:35 - Building a dialogue: How physical space and "wheat pasting" transformed corporate culture.
06:08 - The genesis of Stripe Press: Why a digital giant chose to publish physical books.
08:03 - Appropriateness in Design: Anthropic (Claude) needed a human-centric identity.
10:00 - Crafting Claude: using 35mm film, cut paper, and human illustrators in an AI world.
12:00 - The "Curse of the Marketing Mindset": why brands converge and how to stay distinct.
14:22 - Striking a chord: why you should be "close to being fired" (in a good way) to make an impact.
16:12 - Work by Everett: Teasing out the unique founding stories that companies often gloss over.
20:40 - The pressure of the pivot: why founders get scared of being too "maverick."
23:41 - Following intuition: Everett joined Facebook and Anthropic before they were "cool." 27:22 - Reconnecting with the ‘muscle’: creativity is a verb and a process, not just an output.
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!
✌️
View all episodes
By Shaped ByIn 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 research lab: How a "punk rock" print studio in the heart of Silicon Valley became the epicenter of a global company’s culture.
- The "Mark of the Maker": Why showing the humanity and even the "mistakes" in our work creates a deeper connection with the audience than perfect digital output.
- Designing for AI with a human touch: Behind the scenes of building the Claude brand identity at Anthropic and why physical craft matters even for 100% digital products.
- The founder’s disconnect: Why innovative startups often default to safe, "category-standard" stories and how to reclaim your original narrative.
- Thinking with your hands: Why reconnecting with physical tools is a non-negotiable meditative practice for the modern designer.
This is a provocative conversation for any creative leader or founder looking to resist the "cognitive offload" of technology and embrace their authentic, inner bold.
Listen now 🎧
Timestamps
01:03 - The Silicon Valley "Lone Designers": Founding the Facebook analog research lab.
03:35 - Building a dialogue: How physical space and "wheat pasting" transformed corporate culture.
06:08 - The genesis of Stripe Press: Why a digital giant chose to publish physical books.
08:03 - Appropriateness in Design: Anthropic (Claude) needed a human-centric identity.
10:00 - Crafting Claude: using 35mm film, cut paper, and human illustrators in an AI world.
12:00 - The "Curse of the Marketing Mindset": why brands converge and how to stay distinct.
14:22 - Striking a chord: why you should be "close to being fired" (in a good way) to make an impact.
16:12 - Work by Everett: Teasing out the unique founding stories that companies often gloss over.
20:40 - The pressure of the pivot: why founders get scared of being too "maverick."
23:41 - Following intuition: Everett joined Facebook and Anthropic before they were "cool." 27:22 - Reconnecting with the ‘muscle’: creativity is a verb and a process, not just an output.
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!
✌️