After going through the Strategic Guardrails process, the company had a solid brand identity and strategy to guide the team moving forward. Pennebaker suggested the name “Nine.” Interesting, right? It’s an insider thing: in the oilfield, achieving perfection is almost impossible. The savvy know that on a scale of one to ten, nine is as close as anyone is going to get.

Nine represents confidence and determination, tempered with humility and a drive for constant learning. The idea struck a chord with the leaders right away, and this became the cornerstone of their new brand strategy.