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:
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:
Connect with Michael Cheek:
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:
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:
Connect with Becky Escott:
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:
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:
Connect with Brian Reinsborough:
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:
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:
Connect with Laura Sorrell:
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:
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:
Connect with Alison Moss:
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:
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:
Connect with 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:
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:
Connect with Brett Haugh:
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:
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:
Connect with Kathleen Margolis:
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:
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:
Connect with Bill Chiles:
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:
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:
Connect with Sue Holub:
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:
How does a B-17 bomber shot down over Belgium become the catalyst for one of the world's highest-caliber personality assessment tools? Meet Amy Shepley, third-generation president of Birkman International. From hand-scored Scantrons to AI-powered insights, she's turning her grandfather's war-zone revelation into a modern science of fixing people problems before they explode.
Amy brings over two decades of strategic leadership, sharpened at Fortune 500 companies and honed steering Birkman into the AI era. As president, she’s leading the rollout of the new enterprise‑wide Birkman platform, democratizing and decentralizing personality insights so every level of an organization can tap into behavioral science, not just the C‑suite. Her mission? Empower every individual to bring their whole self to work. In this episode, Amy unpacks how she’s scaling a 70‑year‑old legacy through modern tech, reimagining conflict resolution, and lighting the path for workplaces to truly see and leverage what makes us all different.
Ever wonder how the kid who swore he’d never sell a thing became the CEO who fires up 3,400 people to out-hustle the market and draft a blueprint to be the next Westinghouse? Meet Brett Cope—ex-ABB deal-maker turned Powell Industries power-broker who bet big on innovation, ditched customers from hell, and made culture his secret weapon. Hold on — change is his comfort zone.
Brett is Chairman and CEO of Powell Industries—the Houston-based maker of high-reliability power-control gear for energy, utility, and data-center projects. Brett joined Powell in 2010 after two decades with ABB, rose from VP Sales to COO, and has run the company since 2016, steering it to record growth. Few leaders know the global switchgear game like Brett, and he’s here to talk electrification, leadership, innovation, and scaling a 75-year-old brand for the next energy cycle.
What happens when a geoscientist-turned-executive carves $1 billion from a super-major’s budget in six months, turns helicopter chaos on four continents into record margins, and converts the loudest anti-sponsors into frontline evangelists? Meet Maggie Montaigne - the strategist who treats resistance like rocket fuel. Strap in; this episode is your masterclass in profitable disruption.
Maggie Montaigne is a Houston-based strategist and board-level advisor with 30+ years of experience leading growth and transformation across E&P, oil-field services, aviation logistics, and digital consulting. She spent nearly 15 years at Halliburton, rising to Vice President of the ExxonMobil Account and Senior Director of Deepwater Solution. After steering worldwide marketing and BD at Bristow Group, she joined ConocoPhillips, where she directed global subsurface, well-operations supply chain, and IT improvement programs. Most recently, a Senior Advisor at Accenture, Maggie is a force for transformational change.
Ever wonder what it takes to yank a bleeding Baker Hughes division out of the mothership —in the middle of Covid—flip it to profit in four months, and then aim the same playbook at nuclear energy? Meet Sam Veselka: corporate insider-turned-private equity sharpshooter who runs toward chaos, scales founder-run firms, and proves culture beats capital – every time. Buckle up — change just got weaponized.
Sam is the Managing Director at Pelican Energy Partners. Since joining Pelican in 2018, Sam has orchestrated multiple buy-and-sell transactions and now sits on numerous boards and several other portfolio companies. Before private equity, he steered Cameron’s North-American aftermarket business for the Valves & Measurement division and cut his teeth helping scale a Houston-based manufacturing firm.
Learn more about Pelican Energy.
Imagine a Canadian expat who moved to Texas and started a new business by faxing a five-page proposal to Chesapeake Energy. He got a yes in 15 minutes — then leveraged that success to scale his employee benefits startup into one of the nation’s fastest-growing firms. Meet Jim Watt—turnaround addict, “ass-bailing” specialist, and killer of the long sales cycle. Watch out—benefits just went full beast mode.
Jim is the founder and CEO of Ascendent Partners and a 35-year force in employee-benefit and insurance consulting. He built Employee Benefit Solutions, sold it to EPIC while running Southwest operations, then led global distribution growth at Cigna. A former chair of the Worldwide Broker Network and active Houston philanthropist, Jim turns complex benefit strategy into bottom-line advantage.
Learn more about Ascendent Partners.
Think transformation is just a buzzword? Not here. Rethink Change is where battle-tested leaders spill what really works when culture’s a mess, the brand’s adrift, or the board wants magic by Monday. No fluff. All results. Hosted by CEO Ward Pennebaker and President Matt Pennebaker.
