How do you get people to believe in something they can’t yet see? It starts with conviction, an unshakable belief in the problem you are solving and the future you are building. When you pour that clarity into one meaningful problem at a time, selling the vision becomes less about persuasion and more about helping others recognize what is possible, especially in fields where progress directly affects people’s health and quality of life. Our guest this week brings that kind of focus to every stage of innovation.
In this episode of Rethink Change, Matt and Ward chat with Westbrook Weaver, PhD, Founder and Chief Executive Officer of Tempo Therapeutics. Dr. Weaver brings more than 7 years of executive management experience and 15 years of life sciences R&D experience to Tempo. He is an inventor of the microporous annealed particle (MAP) core technology that is the basis of Tempo’s product pipeline. With deep expertise in tissue engineering, regenerative medicine, and biomaterials, Westbrook brings a unique capability critical to Tempo’s mission at the intersection of materials, medicine, and immunology.
Throughout their conversation, Dr. Weaver reflects on what it truly takes to lead a medtech company built on breakthrough science and unrelenting uncertainty. He explains how he translates complex biomaterial technology into clear value for clinicians, investors, and regulators, and how staying disciplined around a single real-world problem became the turning point for Tempo’s growth.
He also shares why embracing risk, listening deeply, and surrounding yourself with experienced operators are essential skills for anyone looking to lead in a highly regulated, innovation-driven industry.
CHAPTERS:
00:00 Intro to Guest: Dr. Westbrook Weaver and Tempo Therapeutics
02:30 Challenges in Biotech: Finding the Right Problem to Solve
04:03 Simplifying Tempo's Mission: Improving Lives of Skin Cancer Survivors
06:10 Tempo's Innovative Solution: Synthetic Biomaterials
07:28 Commercialization Strategy and Market Challenges
11:27 Expanding Applications: Future Directions for Tempo's Technology
19:05 Lessons Learned: Imposter Syndrome and Team Building
22:40 Navigating Change: From Scientist to CEO
35:30 The Importance of Regulatory Bodies and FDA
37:02 Final Thoughts and Advice for Aspiring Entrepreneurs
Topics Discussed:
Connect with Dr. Westbrook Weaver:
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:
Some leaders grow through intention. Others grow through fire. And then there are leaders like Julia Chapman, who evolve through a rare combination of curiosity, serendipity, and the willingness to tackle problems most people would run from. Our guest this week doesn’t shy away from the hard stuff. She uses her engineering mindset to run full force into challenges and leads her team to do the same.
In this episode of Rethink Change, Julia Chapman, Vice President of Program and Portfolio Management at Latigo Biotherapeutics, takes us inside a career shaped by unexpected pivots, from filing records in a Novartis plant to designing pandemic response frameworks that later influenced global vaccine development.
Throughout their conversation, Julia talks openly about what it takes to lead in an industry filled with uncertainty. She explains how she breaks down complex scientific challenges, how she communicates value to investors who expect clear direction, and how she’s learned to step back as a leader so her team can step forward. She also shares why understanding the problems above your role is one of the most important skills you can develop, no matter where you are in your career.
CHAPTERS:
00:00 Intro to Guest: Julia Chapman: Using Science and Strategy to Lead Change
01:19 From Duke & Med School Dreams to Novartis Records Room
04:48 Serendipity & Sponsorship: How Chance and Mentors Shape a Career
06:50 Pandemic Planning, mRNA, and Biotech Innovations at Novartis
12:02 Inside Latigo Biotherapeutics: Non-Opioid Pain and Nav1.8
15:13 Why Pain Is So Hard to Treat—and Where Current Drugs Fall Short
17:09 Making the Case: Communicating Value to Investors and Pharma Partners
23:48 Why This Team Will Win: Expertise, Vision, and Smarter Clinical Design
32:03 Scaling Yourself: Letting Go of the Details and Building Strong Teams
37:04 Career Advice for Emerging Leaders: Don’t Fear Hard Problems
42:04 Final Thoughts on Key Leadership Lessons
Topics Discussed:
Connect with Julia Chapman:
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:
Navigating financial strain, organizational change, and the isolation of leadership demands courage and clarity. The strongest leaders pivot quickly, stay grounded in their values, and act rather than wait for circumstances to shift.
Growth often emerges in seasons of pressure, when optimism, resilience, and strong relationships become essential tools for navigating the unknown. Our guest this week shares how these exact principles shaped his leadership journey. In this episode of Rethink Change, Hosts Matt and Ward chat with Pierce Bush, President and CEO of Big Brothers Big Sisters Lone Star.
Pierce Bush is an Experienced Chief Executive Officer with a demonstrated history in non-profit organization management, with skills in Organizational Leadership, Open Book Management Systems, Fundraising, Business Development, and Team Building. Pierce is also a strong results-oriented professional with a BA focused in American Studies from The University of Texas at Austin.
Throughout their conversation, Pierce explains that leadership starts with heart, values, and mission, long before systems or processes come into play. He reflects on how his early experiences as a volunteer shaped the way he leads today, emphasizing that clarity of purpose is the anchor for every decision.
From unifying fragmented teams across Texas to stabilizing an organization facing serious financial strain, Pierce shows how values-first leadership creates alignment even in moments of uncertainty.
He also discusses the importance of empowering staff with information, embracing transparency, and simplifying complex missions into language anyone can understand. His approach highlights how a clear, consistent message not only strengthens internal culture but also helps donors and volunteers see themselves as central to the mission.
CHAPTERS:
00:00 Intro to Guest: Pierce Bush on Becoming a Big Brother
04:06 Transitioning from Volunteer to CEO
09:31 Implementing the Great Game of Business
15:17 Navigating Major Changes and Building Consensus
17:20 Reflections on Leadership and Mentorship
20:04 Conviction, Challenges, and Values in Nonprofit Leadership
21:06 The Great Game of Business
24:42 Communicating Value to Donors and Simplicity in Messaging
28:05 Empowering Donors and Volunteers and Lessons Learned in the Nonprofit World
35:38 Final Thoughts on Looking Forward to New Challenges and Gratitude
Topics Discussed:
Connect with Pierce Bush:
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 does it really take to simplify complex systems in a world where financial services, customer expectations, and technology evolve faster than most teams can keep up? And as AI unlocks real-time insights and new opportunities, how do leaders balance speed, strategy, and the courage to rethink what’s always been done?
In this episode of Rethink Change, Lily Isham, General Manager, Financial Solutions at Conduent, explains how understanding the full process gives leaders the power to simplify it, move faster, and create better outcomes for both clients and employees. She takes us inside the evolving world of financial services, where customer expectations shift overnight, and AI offers unprecedented clarity through real-time data.
Lily also reveals how generalists uncover hidden opportunities, why hiring people who think differently expands your blind spots, and how due diligence builds the credibility needed to drive meaningful change. Her story is ultimately about embracing constant evolution and learning to see change not as a disruption, but as your most reliable competitive advantage.
Lily Isham is an adaptable and results-driven general manager who leads two software businesses managing technology, data, and client outcomes. Currently overseeing an $80M portfolio at Conduent—including Legal eDiscovery, Cyber Data Triage, and Loan Servicing—Lily oversees all financial management, product, go-to-market strategy, and operational scale across industries, including banking, automotive, law firms, and start-ups.
Her leadership also includes large-scale transformation, project and portfolio management, global operational teams, and complex cross-functional initiatives. Lily has a proven track record of developing and executing strategic initiatives that unlock savings, new revenue streams, expand partnerships, and accelerate product innovation in CX, Financial Services, and Government.
CHAPTERS:
00:00 - Intro to Guest: Lily Isham
01:17 Understanding Conduet and Lily’s Role in Supporting This Industry
02:37 Challenges in Financial Services and Customer Expectations
05:03 Simplifying Complex Processes
07:29 Different Types of Competitors and Secret Sauce of Conduet
10:14 The Value in Being a Generalist and Finding Opportunities
17:43 Navigating Change and AI Implementation
21:43 Leadership and Team Dynamics
28:29 The Major Differences Between Mentorship and Sponsors
31:25 Final Thoughts on Value Proposition and Relevant Branding
Topics Discussed:
Connect with Lily Isham:
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:
There’s something powerful about watching someone lead with both courage and calm, especially when everything around them feels uncertain. The kind of leader who doesn’t chase recognition or perfection, but instead stays anchored to purpose, faith, and the people they serve. Because when you’re building something that’s never been done before, doubt is inevitable, but so is growth. True leadership isn’t about having all the answers or never taking risks; it’s about having the vision to keep going when no one else can see the path forward.
In this episode of Rethink Change, Jason Jennaro shares what it truly takes to scale a vision bigger than yourself. He opens up about the challenges of leading through crisis when the future is uncertain, how to keep moving when everyone else doubts your vision, and finding the right partners who can take your mission even further. From weathering a 95% revenue drop during COVID-19 to navigating cultural integration post-acquisition, Jason’s journey shows us what true leadership looks like under pressure.
But beyond the strategy and success stories, Jason reflects on faith as his compass, the responsibility leaders have to the people who trust them, and the conviction that business should always serve something larger than profit.
Whether you’re an entrepreneur, executive, or builder of any kind, this episode will challenge how you think about growth, risk, and purpose in a rapidly changing world.
CHAPTERS:
00:00 - Intro to Guest: Jason Jennaro
02:05 - The Art of Selling a Company
04:13 - Protecting Culture During Acquisition
07:33 - Passion Over Profit and Leadership Philosophy
11:30 - Learning Through Crisis: COVID-19’s Impact
16:44 - FrontierGen: Building the Future of Infrastructure
27:38 - Why Texas Is Ground Zero for AI Development
37:12 - Faith, Purpose, and the Bigger Picture
Topics Discussed:
Connect with Jason Jennaro:
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:
Some leaders build companies. Others build legacies. Charles Tate did both. From investment banking to outdoor hospitality, his story isn’t about following a formula. It’s about trusting your instincts, taking bold risks, and choosing to lead differently when the easy option would be to stay the same.
Throughout his career, Charles has shown that doing things differently isn’t just about innovation. It’s about connection. Whether navigating Wall Street or creating new kinds of businesses from the ground up, his success comes from asking better questions: What emotion is my business solving for? How does this decision actually serve people, not just numbers?
For Charles, business is deeply human. The most successful companies, he says, don’t just sell a product; they solve an emotional need. Think of FedEx restoring trust, Starbucks creating community, or Buc-ee’s redefining comfort in the most unexpected way. When you understand the emotions that drive people, you start building something that lasts.
In this episode of Rethink Change, Charles chats with Ward about what it really means to lead differently. You’ll hear how clarity, courage, and emotional connection come together to build not just great businesses but meaningful ones, as well as how to surround yourself with the right people who can take your business to the next level. When it comes to entrepreneurship, it takes a lot of grit to keep pushing through challenges. But it also takes a lot of heart to create something impactful for your ideal audience.
CHAPTERS:
00:00 – Passion, Persistence, and the Entrepreneurial Mindset
02:15 – Doing Things Differently: The Power of Bold Decisions
05:10 – Reinvention: Pivoting Toward New Opportunities
08:00 – Innovating Capital: Rethinking Private Equity Strategy
11:00 – Building Beyond Yourself: Transition and Legacy
14:00 – Strategy Through Emotion: Rethinking What Business Solves For
17:00 – FedEx, Starbucks, and Buc-ee’s: Lessons in Emotional Strategy
20:00 – Newton Nurseries: Turning Insight Into Competitive Advantage
24:00 – Time as Currency: Building Around Customer Efficiency
27:00 – Outdoor Hospitality: Designing Emotion Into Experience
31:00 – Leadership Clarity: Focus, Management, and Purpose
Topics Discussed:
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 does it really take to transform a company that’s stuck in old habits and resistant to change? How do you guide people through a shift they may not fully believe in while keeping culture, clarity, and courage at the center?
Leading through that kind of tension doesn’t happen overnight. But when you get honest with your team about the necessity of creating a new type of culture, rebuilding relationships, and redefining what’s possible when the stakes are high, that’s when true transformation really begins.
Our guest, Charlie Reith, is the Chairman at Solomon Associates and is experienced in providing high-level support to energy industry clients to assist with the performance improvement of their existing facilities, with projects having been completed in most major regions of the world in refining, petrochemicals, logistics, and power generation sectors.
In this conversation with Matt and Ward, Charlie shares what it was like to confront deep internal resistance, navigate leadership denial, and make bold decisions that forced the organization to stop operating in silos. He talks openly about the stress and uncertainty that come with real change, including the tough calls required to put people at ease while still pushing the company forward.
Charlie also explains why customer intimacy, executive engagement, and a willingness to “rip the bandaid off” became non-negotiable parts of the transformation and how partnering with the Pennebaker team and moving through the Guardrails process helped create alignment, rebuild trust, and reshape the company into a more connected, future-focused business.
CHAPTERS:
00:00 Highlights from our Conversation with Charlie Reith
00:43 Meet Charlie Reith: Transformation Leader
02:00 Challenges of Leadership and Transformation
03:15 Resistance to Change and Benchmarking Culture
07:41 Voice of Customer Research and Organizational Denial
10:43 Redefining the Company and Cultural Transformation
15:51 Executive Engagement and Guardrails Process
21:30 The Importance of Change Management
22:37 Reflections on Leadership, Technology, and Transformation
27:35 The Role of AI and Data Security
31:34 Advice for Emerging Leaders
33:05 Future of Solomon and Rebranding Insights
35:22 Final Thoughts and Reflections
Topics Discussed:
Connect with Charlie Reith:
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 do handwritten airline tickets, offshore oil rigs, and a mythical Greek creature have in common? They’re all a part of Bob Westendarp’s journey building Griffin Global Group into the world’s largest marine travel agency.
When Bob first stepped into the travel business, it wasn’t as a seasoned executive; it was as an accountant looking for free flights. But what started as a small side project with his wife quickly grew into a pioneering venture that redefined global crew logistics.
By spotting an untapped niche in marine and offshore travel, Bob helped transform Griffin into a 22-country operation with 32 offices, moving nearly a quarter of the world’s ship crews across oceans.
In this conversation, CEO Americas at Griffin Global Group, Bob Westendarp sits down with Matt and Ward to share the lessons learned from decades of reinvention. He explains why trust and communication matter more than hierarchy, how cultural differences can derail — or define — international partnerships, and why a unified global brand became the secret to Griffin’s explosive growth.
Bob also reflects on navigating succession planning, managing shareholder rivalries across continents, and ultimately selling Griffin to its largest competitor.
CHAPTERS:
00:00 Building Trust and Communication in Business
00:56 Introducing Bob: From Accountant to Travel Agency Leader
02:11 The Journey of Griffin Global Group
04:59 Challenges and Growth in the Marine Travel Industry
10:25 Global Expansion and Branding
12:18 The Importance of a Global Brand and Unified Vision
14:32 Cultural Differences in Global Business
22:45 The Sale and Legacy of Griffin
24:52 Lessons Learned and Advice for Future Executives
32:44 Conclusion and Final Thoughts
Topics Discussed:
Connect with Bob Westendarp:
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 do Frank Sinatra’s bulletproof vest, the Rolling Stones’ backstage doctor, and a Japanese insurance giant have in common? They’re all part of Chris Williams’ journey leading Tokio Marine’s international business across 40+ countries.
When Chris Williams took on the challenge of leading Tokio Marine’s international business, he stepped into a role that would reshape one of the world’s most respected insurance organizations. From navigating billion-dollar acquisitions to managing across global markets, Chris brings a rare perspective on how to unify cultures, retain leadership after mergers, and build long-term trust in a global framework.
In this conversation, Chris sits down with Ward and Matt to share hard-earned lessons from decades of transformation. He explains what happens when you ignore your gut instinct, why culture fit can make or break an acquisition, and how international experience builds credibility in a world of unpredictable risks. Chris also opens up about the importance of nurturing rising stars, addressing talent mismatches quickly, and why keeping local leadership empowered is crucial to sustaining growth.
Whether you’re preparing your business for the next acquisition, learning how to strengthen global teams, or simply looking for ways to futureproof your strategy, Chris’s insights reveal why clarity, consistency, and communication matter more than ever in times of change.
CHAPTERS:
00:00:00 – Important Thoughts on Growing Your Business
00:00:36 – Meet Chris Williams of Tokio Marine
00:01:29 – Explaining Specialty Insurance and Unique Polices
00:07:04 – How an Australian Became a Global Insurance Leader
00:07:22 – Tokio Marine’s Expansion and Diversification, HCC Acquisition
00:11:12 – Breaking Silos, Retaining Leaders, and Building Global Connection
00:16:03 – Understanding Japanese Business Culture
00:18:04 – Post-Merger Integration and Employee Trust
00:21:08 – Building Local Leadership with Global Support
00:23:09 – Leadership Lesson: Following Your Gut
00:26:47 – Advice for Future Leaders: International Experience
00:32:40 – The Guardrails Process and Messaging with Ward
00:35:17 – Keeping Japan at the Heart of Global Strategy
00:38:30 – Biggest International Risks and Challenges Ahead
00:40:36 – Closing Reflections
Topics Discussed:
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:
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: