BP Executive Bob Dudley speaks at CERAWeek 2013. (Johnny Hanson/Houston Chronicle)
Almost three years after the Deepwater Horizon came to define it, BP wants to tell a different story.
If chief executive Bob Dudley’s speech at the IHS CERAWeek conference on Wednesday is any indication, it’s a forward-looking tale of opportunity, determination and lessons learned.
But BP has forgotten one of the most important techniques for building a narrative: show, don’t tell.
