Truth Is Just Perception

About Christophe Lachnitt

Apologies for the self-promotion.

I am an independent consultant. I specialize in optimizing the strategy, operating model and performance of communications and marketing organizations in the context of digital transformation. I help my customers optimize the value of their communications operations and adapt their operating model to address the increasing complexity of balancing audience fragmentation and brand development.

During my corporate career, I managed large communications and marketing organizations in fast-paced, highly challenging environments. I served as company spokesperson during Alcatel’s strategy crisis and worst-ever share price plunge, and was then instrumental in positioning the Company as the world leader in Internet networks during and after the dot-com bubble. I led the planning, execution and tracking of Microsoft’s $100 million marketing strategy in France and the turnaround of Microsoft’s image in the country when it was the worst in the world. I revamped Naval Group’s internal communications to facilitate the Company’s transformation and created a corporate social responsibility program for which it received an award from the French Senate. I was a member of executive committees of multibillion-dollar businesses for thirteen years and worked with high-profile CEOs.

With Bill Gates – (CC) Microsoft

In 2014-2015, I had to put my career on hold for a year and a half. I underwent a spinal bone-graft surgery resulting from a near-fatal rock-climbing accident. I was bedridden, immobile for a year and then spent six months in an in-patient rehabilitation center. I learned the value of physical and emotional resilience.

Once back on his feet, I reinvented my professional life and founded Croisens, a high-touch boutique consultancy firm. I help communications and marketing leaders direct their own disruption from business value assessment to change management and adoption. My customer references include Accor, Aésio Mutuelle, Bayer, Bouygues Construction, BPCE Group, CCAS, CNIL, CNP Assurances, Econocom, EDF, Enedis, EPIDE, the French Ministry of Armed Forces, Ingenico Group, La Mutuelle Générale, Macif, Maguin, Moret Industries, Orange, Orange Cyberdefense, Petzl, RTE, SCOR, SNCF Réseau, Société Générale, Sodexo, Somfy, Sonepar, Thales, UIMM, and Worldline.

I am the author of four books:

I am currently writing a book on communications and marketing in the age of generative artificial intelligence.

In case you are still reading, I am a TEDx speaker and a guest lecturer at top business schools CELSA and Sciences Po Paris.

Last but not least, I have recounted in a TEDx Talk how surviving four near-death experiences has given me a sense of perpetual optimism.

Climbing in Chamonix-Mont-Blanc – (CC) Marie Lachnitt

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