Rethink Change

What makes someone stop, listen, and ultimately buy from you? Is it the specs, the price, or is it the story behind the product? In this episode, marketing leader Michael Cheek dives into why storytelling is the key to emotional buying decisions, even in technical, B2B industries. 

From flooring and flame-resistant fabrics to firefighter breathing technology, he’s mastered the art of transforming complex products into compelling narratives that resonate with buyers and end users alike.

With over 20 years of experience, Michael Cheek is a visionary marketing executive who has turned strategy into execution and storytelling into market leadership. Known for his ability to translate market intelligence into revenue-driving plans and award-winning omnichannel campaigns, he has built immersive brand experiences that inspire loyal and measurable growth. 

Passionate about brand clarity, sales enablement, and strategic agility, Michael continues to shape B2B marketing across safety equipment, technical fabrics, and industrial manufacturing. 

In this conversation, Michael shares how bold, outside-the-box campaigns, like building immersive trade show “towns” and qualifying leaders' thorough hands-on experiences, shifted brand perspective and elevated Dräger from a quiet player to a market leader. 

He also hones in on the importance of aligning internal teams, instilling trust, and pacing change in a way that keeps sales engaged while also laying the groundwork for long-term growth. His “varsity level marketing” approach challenges leaders to balance the dual mindset of driving results today while preparing the brand for further growth. 

CHAPTERS:

00:00 Introduction to Storytelling in Marketing

01:04 Michael Cheek's Career Journey

02:22 Transition to Marketing and First Major Role

03:33 Innovative Marketing Strategies in the Flooring Industry

07:25 Disruptive Campaigns and Wild Ideas

09:05 Marketing Flame Resistant Fabrics

11:04 Challenges and Strategies at Dräger

16:41 Creating Impactful Trade Show Experiences

28:55 Working with Pennebaker for Marketing Outside of the Box

36:00 Advice for Navigating Change in Marketing

37:00 Finding Space to Create an Environment of Trust

39:20 Getting Alignment with Throughout Your Organization

43:41 Conclusion and Final Thoughts

Topics Discussed: 

• Why storytelling drives emotional buying decisions 
• Creating marketing experiences that qualify leads, not just attract them
• Qualities of a successful agency and how they help future-proof your marketing
• Instilling trust within your team and building a strong coalition alignment 
• Thinking outside of the box and leading with bold, innovative moves 
• Varsity-Level Marketing: Why marketers need to balance the Now and the Next

Connect with Michael Cheek: 

• LinkedIn: https://www.linkedin.com/in/michaelcheek/ 

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 reveal what actually works, enabling you to think differently and act smarter.

Get Connected with Rethink Change:

• Website: https://www.pennebaker.com/podcast
• LinkedIn: https://www.linkedin.com/company/pennebaker/ 
• Facebook: https://www.facebook.com/pennebakerbrand
• Bluesky: https://bsky.app/profile/pennebaker.bsky.social
• Instagram: https://www.instagram.com/pennebakeragency/

If you’ve ever felt like your business is stuck hiding behind a pretty logo or a catchy tagline, you’re not alone. Branding isn’t just surface-level polish; it’s the soul-searching work of figuring out who you are, what you stand for, and how to share that story in a way people actually believe. 

Think of it less like a quick elevator pitch and more like a bootcamp for your business: tough at times, but designed to give you clarity, consistency, and the kind of confidence that earns trust. 

Today, our guest, Becky Escott, Senior Director of Corporate Communications at BKV Corporation, guides us through the core steps every entrepreneur needs to overhaul their brand and ultimately build something that feels authentic, aligned, and ready for growth.

Starting with six different logos and a misunified brand, Becky Escott led BKV through a transformation with the help of the guardrails process to define a clear story and vision. She launched the “Back to Our Values” campaign to build pride and employee ownership, turning the brand into something people could truly believe in. 

As BKV grew and prepared for an IPO, she maintained consistent and credible messaging through campaigns like “It’s on” and “Innovating the Invisible,” proving that even complex ideas, such as decarbonization, could be made simple and relatable. Today, BKV stands as a unified brand that reflects alignment, belief, and long-term growth.

CHAPTERS: 

0:00 Introduction: Building a Flexible Plan

00:37 Meet Becky Escot: The Brand Architect

01:20 Journey to BKV: A New Adventure

02:39 Building the BKV Brand

05:37 Strategic Guardrails: Defining Identity

09:20 Communicating the Brand Internally in a Way They Can See Themselves in It

19:05 Sustainability and Carbon Neutral Goals for BKV

24:07 Challenges and Growth: Pre and Post IPO

30:23 Leadership and Communication Strategy

39:06 Conclusion: The Importance of Genuine Storytelling and Brand Alignment

Topics Discussed: 

• Seeing the whole ecosystem, not just a fancy logo or tagline
• Why you need to live and breathe your story so others believe in your vision too
• The hard but necessary work of clarifying who you are vs. who you aren’t
• Why branding feels like a soul-searching bootcamp (and why that’s a good thing)
• How guardrails keep your brand on track beyond a quick elevator pitch
• Why your internal and external communication must align to build credibility
• Creating brand pride through launch moments, storytelling, and shared wins

Connect with Becky Escott: 

• LinkedIn: https://www.linkedin.com/in/beckyescott/

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 reveal what actually works, enabling you to think differently and act smarter.

Get Connected with Rethink Change:

• Website: https://www.pennebaker.com/podcast
• LinkedIn: https://www.linkedin.com/company/pennebaker/ 
• Facebook: https://www.facebook.com/pennebakerbrand
• Bluesky: https://bsky.app/profile/pennebaker.bsky.social
• Instagram: https://www.instagram.com/pennebakeragency/

A visionary executive with over 35 years of experience, Brian Reinsborough has established an exceptional record of strategic, leadership, and management success across the energy industry. But you don’t get that from playing small. 

Throughout his career, he has developed and executed multiple business plans, including the launch of two Deepwater ventures in the Gulf of Mexico that have grown into industry-recognized programs. His expertise and forward-thinking leadership have resulted in the discovery of over 2.4 billion barrels of oil equivalent (BOE), shaping the future of exploration and production in some of the world’s most challenging environments. 

Brian Reinsborough holds a PMD from Harvard Business School, an M.S. in Geology from the University of Texas at Austin, and a B.S. in Geology from Mount Allison University. A finalist for the EY Entrepreneur of the Year National Award in 2014, he has also successfully raised more than $2.5 billion in private equity funding, fueling innovation and growth within the sector. 

Brian’s career is defined by his rare combination of scientific expertise, business acumen, and visionary leadership that continues to leave a lasting impact on the industry. 

His secret? Having the drive to push through uncertainty, bouncing back from adversity, and betting on yourself even if you’re the only person in the room. 

CHAPTERS: 

00:00 Introduction and Welcome

01:16 Brian's Background and Career Journey

03:27 Challenges and Turnarounds at Recon

06:41 Navigating Uncertainty and Leadership

10:17 ReconAfrica's Business Model and Strategy

11:32 Focus on Namibia and Community Engagement

15:48 ESG Initiatives and Community Impact

19:14 Future Vision and Growth

20:22 Navigating ESG and Community Involvement

21:07 Commitment to Transparency and Environmental Responsibility

22:10 Defining Business Philosophy and Strategy

22:59 The Guardrails Process: A Deep Dive

24:04 The Need for External Help

26:18 Embracing Change and Rebranding

29:17 Leadership and High Performance Teams

32:48 Advice for Aspiring Leaders

34:42 Personal Stories and Career Lessons

40:09 Conclusion and Final Thoughts

Topics Discussed: 

• Why grit and resilience are key factors to a long, successful career
• Believing in yourself, even if everyone doubts you
• Not letting your isolated failures dictate your bigger vision
• Setting high expectations for yourself and holding your team accountable
• How transparency, accountability, and adaptability set you apart from competition
• Having the courage to ask the hard questions and blaze your own path 

Connect with Brian Reinsborough: 

• LinkedIn: https://www.linkedin.com/in/brian-reinsborough-85a2797a/

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.

Get Connected with Rethink Change:

• Website: https://www.pennebaker.com/podcast
• LinkedIn: https://www.linkedin.com/company/pennebaker/ 
• Facebook: https://www.facebook.com/pennebakerbrand
• Bluesky: https://bsky.app/profile/pennebaker.bsky.social
• Instagram: https://www.instagram.com/pennebakeragency/

What if your biggest career breakthrough came not from knowing the answer, but from daring to step into the unknown?

In business, it’s easy to think success comes from following the rules and sticking to what’s already been defined. But the real breakthroughs happen when you step into the undefined, when you’re willing to chart a course no one else has mapped yet. That’s where growth lives: in the courage to embrace ambiguity instead of resisting it.

Laura Sorrell learned this lesson early. At just 23, she was handed an assignment no one could explain and, armed with nothing but a roll of butcher paper, sketched out a framework that helped a global firm see its path forward. 

From Houston’s oil boom to Silicon Valley’s biotech wave, she built a career on asking better questions, translating vision into action, and mentoring the next generation of leaders. Her story is proof that the future isn’t something you wait to be handed, it’s something you help design. 

As Laura puts it, lasting change doesn’t come from the top or the bottom alone. It happens “when leadership and teams stay in constant conversation, building the future together.”

CHAPTERS: 

00:00 Introduction and Quotes and Mentorship Around Leadership

00:35 Meet Laura Sorell: The Change Whisperer

00:58 Laura's Career Journey and Early Experiences

04:11 The Impact of Mentorship and Career Growth

07:51 Navigating Change in Various Industries

19:54 Identifying Ideal Candidates and Clients

22:47 Challenges in Articulating Future Goals

23:29 The Newton Nurseries Case Study

25:52 Defining Talent Management

26:53 Navigating Cultural Alignment

28:11 Leadership's Role in Culture

29:41 Hybrid and Remote Work Challenges

31:38 The Importance of Succession Planning Beyond a Growth Plan

33:51 Embracing AI in How to Utilize in Your Business

40:07 Laura’s Advice for Future Leaders

43:20 Conclusion and Final Thoughts

Topics Discussed: 

• Treating your candidates as you would treat your customers
• Reworking Talent Acquisition into Talent Management and Career Progression
• Why leadership needs to participate in the complete conversation around culture
• The main components in aligning with a cohesive culture
• Helping organizations get “unstuck” and learn a clear language
• Viewing potential candidates as a long-term source of growth for the business
• Why language matters in setting yourself apart from the competition 

Connect with Laura Sorrell: 

• LinkedIn: https://www.linkedin.com/in/laura-sorrell-3b07297/

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.

Get Connected with Rethink Change:

• Website: https://www.pennebaker.com/podcast
• LinkedIn: https://www.linkedin.com/company/pennebaker/ 
• Facebook: https://www.facebook.com/pennebakerbrand
• Bluesky: https://bsky.app/profile/pennebaker.bsky.social
• Instagram: https://www.instagram.com/pennebakeragency/

In business, one of the hardest skills to master, especially in a fast-moving capital market, isn’t knowing when to say yes; it’s knowing when to say no. Opportunities come knocking, and it’s tempting to answer every call, convinced that growth means grabbing at everything in reach. But more often than not, saying yes to the wrong things clutters your calendar, dilutes your value, and slows your momentum.

The real magic happens when you get clear on who you are, what you do best, and who you serve, and then have the courage to turn away from everything else. Every “no” becomes a way of protecting your time, energy, and resources for the work that truly matters. And every “yes” carries more weight because it’s intentional.

That’s exactly what Alison Moss and her team at Comstock Partners discovered. Once they gave themselves the license to say no, they cut out the distractions, doubled down on the right clients, and created the space to move forward with clarity and confidence. 

As Alison puts it, the right strategy doesn’t just point you in the right direction; it’s “the key that unlocks the door” so you can push past whatever wall you’ve been running up against.

CHAPTERS: 

00:00 Introduction to Comstock's Legacy

00:38 Meet Alison Moss: Artist, Advisor, and Industry Disruptor

01:07 What Comstock Partners Does—and Who They Serve

01:27 How Wealth Advisory Services Have Evolved

03:24 Alison’s Unexpected Path into Finance

04:47 Redesigning the Comstock Client Experience

05:32 Competing in a Crowded Wealth Market

07:29 Setting Strategic Guardrails for Smarter Growth

12:13 A Marketing Makeover That Changed the Game

16:29 Expanding the Client Portfolio Without Losing Focus

18:47 Comstock’s Unique Value in the Marketplace

20:20 Winning the War for Top Talent

25:37 Looking Ahead: Growth, Tech, and the Future of Wealth Advisory

31:13 How Cultural Alignment Fuels Performance

34:46 Conclusion and Final Thoughts

Topics Discussed: 

• What’s it really like taking over a family business & still being a strong family unit
• Hiring new talent and the strategy behind setting strong standards
• The hardships behind creating new habits around presentations and deliverables
• Setting a reasonable pace for you and your team while also pushing yourself
• Using the guardrails as a culture perspective rather than a marketing strategy
• How to utilize AI and technology while keeping the human value alive

Connect with Alison Moss: 

• LinkedIn: https://www.linkedin.com/in/alisoncomstockmoss/

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.

Get Connected with Rethink Change:

• Website: https://www.pennebaker.com/podcast
• LinkedIn: https://www.linkedin.com/company/pennebaker/ 
• Facebook: https://www.facebook.com/pennebakerbrand
• Bluesky: https://bsky.app/profile/pennebaker.bsky.social
• Instagram: https://www.instagram.com/pennebakeragency/

What if the secret to lasting change wasn’t bold new strategies, but a return to the basics: clarity, focus, and genuine human connection?

In business, it’s tempting to think transformation happens through sweeping initiatives and complex processes. But the leaders who succeed don’t try to change everything at once. They know that real impact comes from slowing down, listening more than you speak, and building cultures where values guide decisions and accountability fuels performance.

Hilary Ware has seen it across industries and boardrooms: when leaders overcomplicate change, they lose people. But when they keep it simple, set clear expectations, communicate consistently, and focus on what not to do, the organization finds its footing. 

Her approach is equal parts rigor and empathy. By spending more time talking with employees, appreciating the chaos they face, and aligning around enduring values, Hilary shows that transformation doesn’t have to feel overwhelming. It just has to feel human.

CHAPTERS: 

00:00 Introduction to Change Management

00:35 Meet Hillary Ware: The Change Whisperer

00:59 Hillary's Career Journey

01:34 Transforming BP: The Outsourcing Journey

04:03 Challenges and Strategies at Bristow Helicopters

05:58 Lessons Learned in Change Management

12:31 Personal and Corporate Transformation

16:32 The Importance of Values and Behaviors in Organizations

37:38 Final Thoughts and Reflections

Topics Discussed: 

• Why simplicity, purpose, and accountability drive sustainable change
• Connecting values to clear, observable behaviors that set expectations
• The importance of meeting employees where they are in times of transition
• How communication anchors the change management process
• Why empathy and clarity are critical in retaining and engaging employees
• How disciplined leadership means knowing what not to do
• The role of enduring values in shaping culture and guiding long-term success

Connect with Hilary Ware: 

• LinkedIn: https://www.linkedin.com/in/hilary-ware/

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.

Get Connected with Rethink Change:

• Website: https://www.pennebaker.com/podcast
• LinkedIn: https://www.linkedin.com/company/pennebaker/ 
• Facebook: https://www.facebook.com/pennebakerbrand
• Bluesky: https://bsky.app/profile/pennebaker.bsky.social
• Instagram: https://www.instagram.com/pennebakeragency/

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.

Get Connected with Rethink Change:

• Website: https://www.pennebaker.com/podcast
• LinkedIn: https://www.linkedin.com/company/pennebaker/ 
• Facebook: https://www.facebook.com/pennebakerbrand
• Bluesky: https://bsky.app/profile/pennebaker.bsky.social
• Instagram: https://www.instagram.com/pennebakeragency/

When it comes to leading transformation, Kathleen Margolis, Client Account Manager at Black & Veatch, shows that real change doesn’t require a top-down mandate; it requires clarity, influence, and a relentless focus on the customer. In this episode, she shares how a legacy architecture firm moved from a dated identity to a purpose-driven brand rooted in trust and long-term vision. What started as a simple rebrand quickly became a cultural reset.

Transformation doesn’t stick unless it’s lived from the inside out. Through deep customer research and internal alignment, her team uncovered their strengths and doubled down. Narrowing their focus not only clarified their value but also sparked creativity, growth, and renewed confidence across the organization.

But as business owners and leaders, we know that change is never one-and-done, and the work is continuous. Kathleen reflects on a later failure where internal alignment was skipped, and the results were costly. It’s a reminder that successful change is built on evidence, buy-in, and humility. When done right, transformation is more than a logo rebrand; it’s one that sustains through the ever-evolving needs of your clients, your culture, and your market.

CHAPTERS:

00:00 Introduction to Scientific Methods in Business

00:35 Kathleen's Career Journey

01:53 Driving Change in Organizations

02:51 The Role of Branding and Rebranding

05:51 Voice of the Customer and Its Impact

08:09 Implementing Change and Overcoming Challenges

16:45 The Importance of Internal Buy-In

26:50 Lessons Learned and Final Thoughts

39:58 Conclusion and Call to Action

Topics Discussed:

• How Kathleen used influence, not authority, to align her team
• The difference between presenting a new image & embodying a new identity
• Why customer feedback is your most valuable brand strategy tool
• How narrowing your focus can lead to exponential growth
• Curating a brand identity that stands out from competition
• Making big change feel human, approachable, and aligned

Connect with Kathleen Margolis: 

• LinkedIn: https://www.linkedin.com/in/kathleen-margolis-7405934/

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.

Get Connected with Rethink Change:

• Website: https://www.pennebaker.com/podcast
• LinkedIn: https://www.linkedin.com/company/pennebaker/ 
• Facebook: https://www.facebook.com/pennebakerbrand
• Bluesky: https://bsky.app/profile/pennebaker.bsky.social
• Instagram: https://www.instagram.com/pennebakeragency/

What does it take to lead a company through a legal crisis, cultural chaos, and strategic drift—and come out stronger on the other side? And what really happens behind the scenes when you’re brought in to clean up the mess you didn’t create? If you’ve ever stepped into a leadership role mid-firestorm or wondered how to get an entire organization aligned around a single vision, this episode is for you.

Our guest, Bill Chiles, is no stranger to turbulence. From rebuilding offshore drilling businesses to turning Bristow Helicopters into a values-driven global brand, Bill has made a career out of guiding companies through high-stakes transformation. But he’s not the kind of leader who shouts from the top—he rolls up his sleeves, builds trust, and brings teams together through shared values and clear direction. Now, as a partner at Pelican Energy Partners, he helps founders scale their businesses by leveraging culture as a competitive advantage.

Whether you're a founder preparing for a private equity investment, a CEO managing culture post-merger, or simply a leader looking to rebuild after burnout or misalignment, Bill’s approach is a playbook for leading with humility, clarity, and conviction. He doesn’t pretend to be perfect—but he’s mastered the art of assembling the right team, utilizing the proper guardrails, and letting execution take care of itself.

In this episode, you’ll learn how core values and strategy aren’t just motivational posters on a wall but tools that guide hard decisions. You’ll hear how rebranding became a culture shift, why “Target Zero” wasn’t just a safety program but a mindset, and how private equity can be people-first without sacrificing performance.

CHAPTERS:

00:00 Introduction and Setting the Stage

01:03 Bill Chiles' Early Career and Family Business

03:05 Challenges and Resilience in the Oil Industry

04:15 Rebuilding and Strategic Moves

07:09 Joining Bristow Helicopters and Initial Challenges

08:43 Establishing Core Values and Strategy

11:30 Implementing Safety and Compliance

17:42 Cultural Alignment and Target Zero Initiative

20:13 The Bristow and Air Logistics Merger

21:19 Introduction to Pelican and Its Founders

22:03 Pelican's Investment Strategy

26:29 Case Study: Gordon Technology

28:28 Building Trust and Leadership

36:42 Navigating Unpopular Decisions

40:11 Personal Growth and Vulnerability

40:49 Conclusion and Final Thoughts

Topics Discussed:

• The clash of company cultures and how to turn chaos into alignment
• Why servant leadership starts with getting your hands dirty
• How core values and “guardrails” drive strategic clarity
• How to navigate a business crisis with transparency
• Rebranding as a cultural reset, not just a cosmetic update
• Building trust in private equity by investing in people, not just profit
• Focusing on safety as a leadership mindset

Connect with Bill Chiles: 

• LinkedIn: https://www.linkedin.com/in/william-e-chiles-b20135145/

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.

Get Connected with Rethink Change:

• Website: https://www.pennebaker.com/podcast
• LinkedIn: https://www.linkedin.com/company/pennebaker/ 
• Facebook: https://www.facebook.com/pennebakerbrand
• Bluesky: https://bsky.app/profile/pennebaker.bsky.social
• Instagram: https://www.instagram.com/pennebakeragency/

What does it take to turn seven separate acquisitions into one unified, AI-powered brand? And what's the real ROI of a rebrand when the stakes are this high? If you've ever wondered whether your brand is holding your company back or what it truly takes to lead a transformation that sticks, this episode is for you. 

Our guest, Sue Holub, is a trailblazing growth strategist and brand architect whose leadership helped transform OnSolve into the engine behind every Amber Alert, paving the way for a successful exit. But Sue is more than a marketing executive; she's a transformation architect. With a background spanning other major players like BellSouth and Lexmark International, among others, Sue has built a career reimagining how businesses operate, communicate, and grow. 

Whether you're sitting in the C-suite or leading the transformation from behind the scenes, and find yourself asking the hardest (and most valuable) question: Who are we, really?, Sue's change playbook is rocket fuel for any business ready to scale with clarity and purpose. 

In this episode, you’ll learn why a rebrand isn’t about logos or taglines but about building a unified identity that scales your business with clarity and purpose. You'll also learn how data integrity can uncover what's really happening in your business, why internal alignment is the key to external credibility, and how brand clarity can unlock sales performance and market trust to ensure your boldest business moves drive long-term growth. 

For anyone navigating complexity at scale, this conversation is a masterclass in turning chaos into clarity. Because when you can clearly articulate what makes your company worth investing in, your clients choose you, your team rallies behind you, and your competitors start paying attention.

CHAPTERS:

00:00 Introduction: The Importance of Differentiation

00:59 Meet Sue Holub: A Trailblazer's Journey

02:03 Career Highlights and Key Roles

03:31 The OnSolve Challenge: Rebranding and Unification

05:24 Executing a Successful Rebrand

12:51 The Role of Data in Optimizing Sales

22:49 The Future of the CMO Role and AI

28:35 Leadership and Change Management

30:51 Sue's Career Philosophy and Future Plans

36:38 Conclusion and Final Thoughts

Topics Discussed:

• The major difference between a simple rebrand vs. redefining your company’s identity
• AI’s impact on leadership, productivity, and customer experience
• How to lead through transformation at scale
• The intersection of branding, culture, and change management
• Why you need to create internal alignment before external exposure
• Sales enablement through actionable data (and how to read between the lines)

Connect with Sue Holub:

• LinkedIn: https://www.linkedin.com/in/sueholub/

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.

Get Connected with Rethink Change:

• Website: https://www.pennebaker.com/podcast
• LinkedIn: https://www.linkedin.com/company/pennebaker/ 
• Facebook: https://www.facebook.com/pennebakerbrand
• Bluesky: https://bsky.app/profile/pennebaker.bsky.social
• Instagram: https://www.instagram.com/pennebakeragency/