Guiding the Guides


Meet Guillaume Wiatr, Principal and Founder of MetaHelm.

MetaHelm specializes in strategic narrative for established companies.

We guide CEOs, Founders, and Business Owners to align people and accelerate the adoption of innovation.

I teach CEOs, Leadership Teams and Entrepreneurs how to create a strategic narrative.

Building better companies hugely matters to me because it is a major source of progress for everyone: my kids, you, your community, just everyone. It drives me crazy when businesses become mediocre or harmful, especially when no one seems to really care.

Therefore, I am on a mission to help turn every organization into a source of inspiration.

How do we do that?

I’ve always believed that it starts by understanding how to create new narratives. Let’s imagine that I could only leave this planet with one idea; that would be it.

Why? Because narratives have an untapped potential that we misunderstand. The proof is that people will pay for a story, but they will die for a narrative.

Your organization has a narrative. But do you really understand it? Do you know how to evolve it? Does it reflect your strategy? Why does this even matter?

My goal is to help you answer those questions and many more.

Why work with me?

For the past 23 years, I’ve been obsessed with helping business leaders and organizations of all sorts to innovate and constantly reinvent themselves.

I care about the expansion of human potential more than anything else. Personal and collective growth is my passion, and in our current social and economic context, this should be an urgent priority for all of us.

Because I was born a “curious explorer”, this quest led me to reinvent myself several times professionally. Therefore, I designed my professional experience (you can see it here on Linkedin – Please, go ahead and connect!) as a patchwork with one throughline: consulting.

My background is made of a series of works that I always thought of as “ethnographic projects”. I uncovered rich insights that I use to help build better companies. One of these projects was my immigration to the US in 2008, so I write in English, whereas my native language is French.


A partial list of the companies and brands I have helped reposition, reimagine and reinvent.



Air France



Fabulous Biscuits

Groupe Apicil


La Maison du Chocolat





North America


Alaska Airlines

Arcora Foundation

BC Hydro

Bellevue Chamber of Commerce

Bonneville Power Administration

Christiana Care


Delta Dental


Bill & Melinda Gates Foundation



Highland Private

Horizon Air

L’Oreal Clarisonic



Point B

Providence Health & Services

Wells Fargo

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Let’s connect and have a conversation.