🎙️ Episode Overview
In this episode of Changing Shapes, host Tom Horak talks with Felix Rossknecht—a fractional CMO, growth strategist, and advisor to over 50 companies across e-commerce, consumer tech, and health innovation. Felix grew up in a family business, spent years honing his expertise in global markets, and has now turned his attention to how AI is changing the foundations of product building, marketing, and even healthcare.
From the rise of automated content generation to hyper-personalised health coaching, Felix offers a measured, real-world perspective on what AI does well—and where human intuition and creativity still reign supreme.
AI & Startup Development: How generative AI tools lower barriers for new entrepreneurs, and whether AI could ever act like a “co-founder.”
Speed vs. Substance in Marketing: Why the automation of ad targeting, influencer outreach, and SEO isn’t replacing humans but shifting their roles.
Search Engine Optimisation in Flux: Why chatbots and conversational search might leave traditional SEO behind—and what truly matters for discoverability now.
Healthcare Innovation & Prevention: How AI scribes can free doctors to focus on patients, and why Felix believes prevention and coaching may be AI’s next big frontier.
Advice to New Entrepreneurs & Marketers: Balancing cutting-edge tools with timeless fundamentals—empathising with customers, validating real needs, and embracing steady growth over hype.
Spotify:Â [Link to Spotify]
Apple Podcasts:Â https://podcasts.apple.com/us/podcast/changing-shapes/id1804432666
Substack:Â https://substack.com/@thomashorak
AI Unlocks Speed, But Strategy Still Matters
Rapid prototyping and automated marketing can jump-start a venture, but founders must still test real-world needs and cultivate genuine insights.
The Search Landscape is Shifting
Chat-based tools are edging out traditional Google ranking, making it crucial for brands to deliver concise, high-quality information that AI can parse and recommend.
Health Tech’s Real Opportunity Lies in Prevention
From AI scribes to personalised coaching, Felix sees untapped potential for tech that nudges people toward healthier habits—without replacing human care.
Not Just Automation—It’s Adaptation
AI in marketing doesn’t remove the need for marketers. Instead, it changes the skill set required, focusing on brand storytelling, creative direction, and ethical data use.
Focus on the Human Side of Growth
Whether you’re a solo founder or leading a team, true differentiation comes from understanding your customer’s world—and using AI as a tool, not a crutch.
Felix’s LinkedIn – https://www.linkedin.com/in/felixrossknecht
Felix’s Substack – https://righteffort.substack.com/
Tom’s LinkedIn – https://www.linkedin.com/in/thomas-horak/
Subscribe for more cultural insight → https://substack.com/@thomashorak
If you found this episode valuable, please subscribe, rate, and leave a review. Until next time, stay curious, embrace new tools—and remember that genuine innovation always starts with real human needs.
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