Lucinda M. Baier

Heroes Work Here Lucinda M. Baier

Discover how the nation's largest senior living operator answered the call posed by the greatest public health crisis in one hundred years with courage and resilience.


CEO Cindy Baier shares a mesmerizing, behind-the-scenes look at how Brookdale Senior Living navigated the COVID-19 pandemic as she stood at the helm of a company with $3.5 billion of revenue in 2020. Woven together with her own personal accounts, Cindy highlights the broad symphony of voices and diverse cast of players who proved pivotal in helping save lives during the most challenging crisis the senior living industry has ever faced. The book is chock-full of heartfelt sentiment and granular insights that serve to redefine corporate leadership as the world enters a new normal. Heroes Work Here is the new gold standard for crisis management, a perfect primer for leaders wanting to stay one step ahead of any crisis, and a keen reminder of the wonders that result from a culture of caring.