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Since 1991, the mission, methodologies, and culture of Bluewater Consulting have been deployed by Bill Johns under his business brand of WLJ Enterprises. In 1994, Bill used “BLUEWATER” as the description of the results from his consulting services derived from his solution offerings. While an MBA student, Bill incorporated the BLUEWATER brand in his MBA presentations and also his consulting activities. In 1999, Bill re-branded his company as Bluewater Consulting.