What happens when a company stops chasing every lead and starts focusing only on the clients that truly fit? 

In this episode, Brett Haugh shares how Employee Benefit Solutions (EBS) went from a small firm without a clear market position to an industry disruptor with a 75% close rate on competitive deals. When personal relationships could no longer sustain growth, Brett and his partner turned to Pennebaker to help them define exactly who they were, and who they weren’t, in the marketplace.

The turning point came with the creation of strategic “guardrails”, three non-negotiable criteria every prospective client had to meet: a professional HR leader, a CEO with a clear vision, and a business in significant change or disruption. That focus not only transformed their sales results but also aligned the entire team around shared priorities, measurable values, and a culture built for efficiency.

The results spoke for themselves. Retention jumped to 95%, competitors admitted they’d never seen anything like EBS’s market shake-up, and clients embraced their role as the “ass-bailing business,” helping companies solve urgent, complex problems. 

Brett also shares his thoughts on the future, including how AI could revolutionize data analysis and the opportunity to simplify the healthcare system for employers and employees alike.

CHAPTERS: 

00:00 Introduction: The Importance of Guardrails in Business

00:39 The EBS Story: Building the Boat While Sailing

00:49 Aligning Sales and Core Values

01:09 Early Days of EBS: Inflection Points and Growth

03:42 Challenges in Client Acquisition and Retention

07:37 Reinventing and Innovating for Continued Growth

09:03 The Role of Guardrails in Internal Operations

11:48 Improving Sales Efficiency and Client Fit

17:14 The Ass Bailing Business: Helping Clients in Crisis

21:24 Competitor Reactions and Market Disruption

29:32 Transitioning to a New Firm: Challenges and Opportunities

34:20 Future Opportunities and the Role of AI

39:57 Final Thoughts and Advice for Leaders

Topics Discussed: 

• How implementing clear guardrails transforms sales strategy and close rates
• Recognizing change as the best time to capture market opportunity
• The key role that team alignment plays in reducing inefficiencies and distractions
• Why Brett believes external expertise is essential when facing a crossroads
• How AI could redefine data analysis, client engagement, and industry efficiency
• Helping experts navigate the complexities of healthcare

Connect with Brett Haugh: 

• LinkedIn: https://www.linkedin.com/in/brett-haugh-6404032/ 

About Rethink Change:

When growth is stagnant, culture’s a mess, the brand’s adrift, and the board wants miracles by Monday, Pennebaker’s podcast, Rethink Change, is where innovators and disruptors go for clarity.

Hosted by Founder Ward Pennebaker and President Matt Pennebaker, this podcast delivers sharp insights from battle-tested leaders who’ve navigated chaos and turned challenge into momentum. You’ll hear from executives from startups to global behemoths, from a wide range of industries. No fluff. All results. These conversations uncover what actually works, so you can think differently and act smarter.

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• Website: https://www.pennebaker.com/podcast
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