Impossible to confuse, since 1984.
Pennebaker has helped ambitious companies stand apart for four decades. Strategic Guardrails, the positioning process behind this site, now guides leadership teams at 300+ companies worldwide.
The founder who built it, and the next generation sharpening it.
Ward Pennebaker founded the firm in 1984, created Strategic Guardrails, and wrote the upcoming book on it, Rethink Everything. His son Matt grew up inside the company and now leads it forward, bringing the next generation's energy to the method his father built. Work with Pennebaker and you get both in the room: four decades of pattern recognition, and the drive to keep it sharp.
Founder
Founded the firm in 1984, created the Strategic Guardrails process, and wrote the book on it, Rethink Everything. He facilitates every workshop and co-hosts the Rethink Change podcast.
Next generation
Grew up inside the company and now leads Strategic Guardrails forward, sharpening the method and the experience for a new generation of clients. He co-facilitates every workshop and is your point of contact from the first call through rollout.
Four decades at the whiteboard with leadership teams, working out the one thing only they can say.
After 70 years in business, we could finally say, simply, what we actually do.Amy Shepley, President, Birkman International
Results leaders remember.
In their own words, from our work together and the Rethink Everything book.
“The clarity that came out of the Guardrails changed how our leadership team operated.”
“Nobody else we competed with could say the things we could say. We won more.”
“When you can't charge the price you're worth, commoditization has already set in.”
“One of the highlights of my 43-year career. A rare chance to put an organization together.”
“Redefine what business you're really in, around the core human need you solve. That's where your advantage lives.”
“There's not a business on the planet that doesn't need to go through this process.”
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