S04E05 Human-centric Leadership in the Age of AI, with David Tomás

Rethink Culture

“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.”

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