265: Why Feelings Drive Growth: Emotional Equity, Belonging & Brand Transformation with Jean-Pierre LaCroix

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In this episode of Navigating the Customer Experience, we sit down with Jean-Pierre LaCroix—President and Chief Strategy Officer of SLD, brand visionary, author, and creator of groundbreaking tools such as the Trust Ladder and the Ideal Omni Experience Model. With more than 46 years of experience helping global organizations transform their retail, brand, and customer experience ecosystems, Jean-Pierre brings deep insight into what it truly takes to build emotionally resonant brands.

Jean-Pierre begins by sharing his personal journey—from growing up on an Air Force base in Germany to working long days on his family’s farm, to discovering his passion for design at Sheridan College. Launching his first firm just two years after graduating, he eventually built SLD into a leading global strategic design agency.

He then dives into his latest book, ThinkBlink Manifesto, which distills decades of experience into seven core tenets for creating emotionally connected brands. Jean-Pierre explains why emotional equity—not features, benefits, or promotions—is what customers respond to most deeply. The seven tenets include:

1. Owning the Emotional Moment
2. Personifying the Emotional Value Through Design
3. Communicating a Compelling Brand Story
4. Understanding Target Personas Beyond Demographics
5. Creating Belonging Experiences
6. Measuring What Truly Matters (Emotional Metrics)
7. Future-Proofing the Brand

Jean-Pierre discusses how leaders can shift beyond pre-COVID thinking by embracing new metrics, strengthening community and belonging for employees and customers, and leveraging SLD’s newly launched ThinkBlink AI Assessment tool to evaluate emotional connection, differentiation, and future readiness.

He also highlights companies that exemplify these principles—such as Apple, Harley-Davidson, and Canadian innovator Cineplex—organizations that have built loyalty and community through purpose-driven experiences.

A voracious reader, Jean-Pierre shares the books that have shaped him most, including Blue Ocean Strategy, The Challenger Mindset, and Nudge. He also opens up about what he’s currently excited about: becoming a grandfather and being invited once again as a keynote speaker at the Financial Brand Forum.

To close the episode, he shares his personal mantra for challenging times:
 “Leadership is about seeing the opportunity in the challenges versus the challenges in the opportunity.”

Connect with Jean-Pierre on LinkedIn or visit www.sld.com
for tools, insights, and free resources.