How AWM Capital scaled from 15 to 40+ without losing culture—Brandon Averill on choosing a human-first operating system, locking values, building a quarterly cadence, and freeing leaders to focus and execute.
The Challenge
AWM Capital was on a rocket ship of growth—moving from a small team of 15 people to more than 40 employees in just a few years.
That success brought two big challenges:
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Communication with a growing headcount: What used to be solved with quick conversations now required structure.
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A clear plan of action (with follow-through): As Brandon Averill, CEO, shared, “We were very much like build the plane and fly it at the same time, solving a million different problems at once, and not always to completion.”
They had tried EOS when they were tiny, but it didn’t stick. And while the leadership team was deeply trusting—made up of family and lifelong friends—that closeness sometimes meant heated dynamics that needed an outside guide.
The Solution
Brandon first met his coach, Benj Miller, at a conference. What clicked wasn’t just the System & Soul framework—it was the human behind it.
“The real special sauce to me is the human that’s gonna help you implement it.”
Together, they built:
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Clarity of identity and values: After years of iteration, the team locked in language that stuck. Brandon noted, “We’ve changed one word in our identity statement since we started with him.”
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Quarterly cadence: Regular reflection, prioritization, and accountability sessions that keep everyone focused.
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Consistent frameworks for meetings: Not just at the leadership level, but across the whole company.
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Integration of new leaders: Bringing fresh voices into a close-knit founding team without losing trust.
The Results
The payoff has been cultural, operational, and personal:
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Clarity: A shared North Star for decisions and growth.
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Focus: Instead of chasing everything at once, the team now sets quarterly objectives and sees them through.
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Empowerment: New leaders have stepped up, responsibilities are cascaded more effectively, and Brandon has been able to step back from the weeds.
For Brandon, the impact is felt both in the business and at home:
“It’s allowed me to take a couple hats off, think strategically about where we’re going, and even get more time back personally. It’s been super, super great.”
AWM Capital’s takeaway: Scaling fast doesn’t have to mean losing your identity. With the right system—and the right person guiding it—you can grow in size and still stay true to who you are.
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