How a DTC Brand Discovered More Profit Hidden in Culture

What happens when a company that’s already winning decides to raise its standards even higher?

In this episode, Dane Sanders sits down with Dean Brennan, CEO of Heart & Soil, to unpack how one of the fastest-growing wellness brands in the world took its culture — and performance — to another level.

By installing CTC’s culture operating system, Dean discovered that his team’s occasional “softness” wasn’t a people issue — it was a system design issue.

And when he started measuring trust, energy, and performance the same way he measured revenue, things changed fast.

They unpack:

• How Heart & Soil redefined “value creation” down to the channel level — identifying which inputs actually drive results
  
  
• The moment Dean realized culture can (and should) be measured — and how his team used those numbers to make better people decisions
  
  
• Why great companies get complacent when growth feels easy — and how discomfort became Heart & Soil’s new competitive advantage
  
  
• How the right operating system can transform cultural alignment into measurable performance
  
  

You’ll also see how Dean used the Key Employee Index, Rule of 10, and weekly leadership reviews to replace assumptions with clarity — proving that even world-class teams can level up when culture becomes a system, not a slogan.

Additional Notes:

Explore the Prophit System:

https://www.prophitsystem.com

Together with …

• FERMÀT
• Bill

You’ll also learn how CTC uses level-up coaching, voluntary improvement plans, and AI-enabled performance reviews to fill cultural gaps with trust — not doubt — and build teams that perform better together.