Bill Baker

Bill Baker ( is founder and principal of BB&Co Strategic Storytelling (, which advises companies such as Relais & Châteaux, Johnson & Johnson and GE as well as the Canadian Centre for Ethics in Sport, the University of British Columbia among others.

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Storytelling: A Tool to Engage and Align Employees

Strategic planning language can be the same for a number of businesses. The words “optimize,” “integrity” and “innovation” are words that most CEOs will use when discussing their brand. In order to stand out, and to really define your purpose and strategy, you need to think out of the box. Storytelling is a way to do that — you will engage your employees and customers in ways that branding buzz words can’t.

Bill Baker Engagement , Leadership & Strategy , Talent Management June 30 2011

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