When you’ve worked across more than 15 countries, led through multiple acquisitions, and helped steer one of the largest oilfield service companies in the world with over 4 decades under your belt, you learn a few things about change.
For Charlie, change wasn’t something to fear; it was the through line of his 38-year career with Schlumberger. From competitive threats that forced him into new roles to acquisitions that brought tens of thousands of employees under a $10 billion a year business, he discovered that the difference between chaos and clarity often comes down to how you tell the story.
In this conversation, Charlie sits down with Matt and Ward to reflect on the pivotal moments of his career, sharing candid stories about the challenges of simplifying complex ideas, the competitive threats that jump-started his career in the oil and gas industry, and the aha moments in marketing he learned along the way.
Charlie also discusses the importance of making your client the hero in their story and why talent identification and strong staff support are critical for navigating change, driving integration, and sustaining long-term growth.
CHAPTERS:
00:00 Introduction to Effective Communication and Marketing
00:36 Charlie's Career Journey: From Engineering to Oil Industry
01:24 Navigating Career Changes and Global Experiences
02:37 Challenges and Opportunities in the Oil Industry
08:38 The Importance of Online Engagement and Marketing
10:27 Acquisitions and Brand Integration Strategies
20:57 The Role of External Consultants in Business Strategy
23:53 The Role of Brand Identity Guidelines
24:56 Implementing Field-Level Identity Guidelines
26:03 Challenges and Successes in Mergers
27:08 Napoleon's Thirds: Managing Change
28:29 Focusing on Key Stakeholders
31:53 The Importance of Competence in Marketing
37:41 Differentiation and Positioning Strategies
42:28 Talent Identification and AI
44:20 Conclusion and Final Thoughts
Topics Discussed:
Connect with Charlie Cossad:
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:
