As a young boy, William watched the play “Rumpelstiltskin” from the audience and felt like he had been transported to a different world. Witnessing the power of “make-believe” to transport a room of third graders convinced him that theater was magic. And so began a lifelong journey of exploring the power of theater skills to transform and deeply resonate with people. 

William founded the award-winning theater company Fratelli Bologna as well as co-founded award-winning BATS Improv and BATS School of Improv. When companies started asking Fratelli Bologna to bring the skills of theater into their business meetings, to promote richer conversations, William moved into coaching and communications consulting with corporate teams worldwide.

William was part of a teaching team at the Stanford Graduate School of Business, worked with professors at the Stanford d.school, lectured at The University of Texas, University of Tokyo, The Arnhem Business School in the Netherlands, and the London School of Business & Finance, and spoke at the World Economic Forum in Davos, Switzerland. He has also coached and trained executives at The Singapore Stock Exchange, American Express, Siemens, Black Rock, Boehringer Ingelheim, Kaiser Permanente, Salesforce, SONY, and Google, among others.

William is a mask-maker, performer, and teacher. William has over 3,000 different jokers (playing cards) in his collection.