Steffy: BP CEO overlooks a lesson lost

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.

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