ETWs Tandem Experience was Results with a Side of Muffins
- Team Tandem
- Oct 1
- 3 min read
Updated: 5 days ago
If you sit down with the team at Execute to Win (ETW), you will hear a lot about value. Not buzzwords or theory, but the kind of value that leaders create with and through their people. ETW is obsessed with it.
When ETW came to Tandem, they were already successful. Their reputation carried weight through their founder and CEO, Lee Benson, but they wanted more than a reputation. They wanted clarity in the form of words, images, and tools that could carry their mission further.
“We have been in business for years, but much of our client base came from the reputation and network of our founder and CEO, Lee Benson. We needed a better way to create awareness beyond that,” - Michael Rayball, President of ETW.
"Give it Viking Vibes"
The first conversations were anything but ordinary. Michael laughs about how it started:
“We went from me rambling on about how much I dislike ‘marketing’ companies, and that all they do is the same old same old with every client. I wanted something different, and Tandem listened to my vision of Vikings and who knows what else, and created a fantastic product that we still get compliments on today.”
What followed was a reimagining of ETW’s brand. Together, we created a comprehensive look across their core offerings, designed a brand story that felt true, and built a new website from the ground up. Each piece stood strong on its own yet connected seamlessly to the whole.
Done-With-You in Action
If you ask ETW what surprised them most, they will not start with design files or website code. They will start with muffins.
“First of all, Maddie brought homemade muffins to one of our working sessions, so it does not get much better than that. I also love that the Tandem model eliminates a lot of wasted time and emails back and forth. You book working time with them, you meet (in person or virtually), and you work together to get it done. It is effective and efficient.”
That is the heart of our done-with-you model. Less lag, more doing. Tangible progress and a little LOT of joy along the way.
Results That Last
The impact of this collaboration is still showing up every day. ETW launched a refreshed brand and website that finally reflected who they are and the value they bring.
Even more, they successfully introduced their newest offering, MIND On Demand.
Yet Michael will tell you the most important result was not a launch.
“I have a trusted partner I can turn to to help solve communication issues. That is priceless.”
Why We Love This Partnership
Working with ETW has been a mix of relentless laughing, teasing, real results, and yes—more muffins. At the center of it all was a shared belief that clarity creates momentum and that value is not a buzzword but a daily responsibility.
Or, as Michael summed it up:
“We translated conceptual confusion into actionable value creation.”
Why You Want to Know ETW
If you are tired of fluff and hungry for results, ETW is worth your time. They help leaders align their teams around what matters most, build cultures of accountability, and scale impact without the waste.
You can step in at any level:
Explore the Leadership Value Lab
Leadership meets real world impact through live calls, tools, and community.
Book a Consultation
See how alignment, accountability, and clarity can change your entire business trajectory.
Read the Bestseller
Your Most Important Number is the playbook trusted by leaders from startups to Fortune 100s.
The bottom line:
if you are ready to stop wasting energy on what does not matter and start creating measurable value every day, ETW is the partner you want to know.
