Things to ponder

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.

• Resources
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• Find Brett Haugh on LinkedIn
• linkedin.com/in/Brett-Haugh
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