“AI will put humanity in the centre, and we will value that. We'll value the connections, even for companies, the level of service, the attention that you pay off, that will be at the centre. And I'm convinced it's going to have a big effect… When someone comes with a problem, a personal problem, it's like, okay, the company doesn't matter, the results don’t matter, the revenue doesn't matter. Now we're concentrated in your problem, and how I can be of service, and I can help you. And I think that's going to happen more and more.”
S04E05 of the Rethink Culture podcast shines the spotlight on David Tomás, founder and CEO of Cyberclick, a successful digital marketing company and one of Spain’s most people-centric workplaces. David is an entrepreneur, author, and business angel with over 15 years' experience mentoring and investing in startups.
In this episode, David shares the story of a life-changing skydiving incident that pushed him to reevaluate how he worked and led others. He highlights the importance of transparency, treating employees as adults, and involving them directly in decision-making, including goal-setting. David reflects on how AI, when used intentionally, can support more human, empathetic leadership by freeing up time to focus on people. His vision for the future is rooted in helping more companies adopt a people-first mindset and cultivating meaningful, purpose-driven work cultures.
📢 Do you want to build a high-performance culture? It all starts here:www.rethinkculture.co
Production, video, and audio editing by Evangelia Alexaki of Musicove Productions.
Listen to this episode to discover:
· Why workplace culture should start with a clearly defined purpose.
· How participative leadership and transparency unlock motivation and performance.
· What happens when employees are invited to co-create company goals.
· How AI can enhance, not replace, human-centred leadership.
· The long-term impact of treating employees as responsible adults.
· Why David believes great cultures scale when leaders focus on people, not just profit.
Further resources:
· Cyberclick’s Website: https://www.cyberclick.net/
· David on LinkedIn: https://www.linkedin.com/in/david-tomas/
· The Happiest Company in the World, by David Tomás: https://www.goodreads.com/book/show/43077648
· The Millennial Diary, by David Tomás: https://www.goodreads.com/book/show/43580064-diario-de-un-millennial
· Delivering Happiness, by Tony Hsieh: https://www.goodreads.com/book/show/6828896-delivering-happiness
Chapters
00:00 — Introduction to David Tomás
01:43 — The Parachute Incident & Outlook Change
03:58 — The Current Company Culture Wasn’t Fun
04:51 — First Steps Toward Cultural Transformation
06:46 — Rituals & Habits David is Proud Of
10:42 — Creating Psychological Safety & Embracing Failure
12:54 — Family Values Shaping David’s Leadership Style
14:07 — Embedding Personal Values into Company Culture
18:31 — Customer Reactions to Employee Happiness
21:13 — Leadership vs. Team Responsibility
23:33 — Micro-Cultures within Traditional Organizations
24:11 — The Nonlinear Path to a Fulfilling Culture
24:55 — Leadership Mistakes & Lessons Learned
26:53 — Common Mistakes Founders Make
28:17 — Adult-to-Adult Workplace Relationships
30:53 — High Performers vs. Underperformers
33:10 — The CEO’s Role in Driving AI Adoption
36:55 — AI, Humanity, & the Future of Work
39:12 — What CEOs Should Rethink About Culture
40:41 — David’s Vision & Hopes for the Next 10 Years
41:38 — Where to Find Out More about David