Christophe Lachnitt

Apologies for the self-promotion.

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Christophe Lachnitt is an independent consultant. He specializes in optimizing the strategy, operating model and performance of communications and marketing organizations in the context of digital transformation. He helps his 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 his corporate career, Christophe managed large communications and marketing organizations in fast-paced, highly challenging environments. He 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. He 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. He 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. He was a member of executive committees of multibillion-dollar businesses for thirteen years and worked with high-profile CEOs.

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

A few years earlier, he had had other encounters with death, surviving several cardiac arrests. Incidentally, he has given a TEDx talk in which he explains how these unlikely experiences changed his relationship with life.

Once back on his feet after his bone-graft surgery, Christophe reinvented his professional life and founded Croisens, a high-touch boutique consultancy firm. He helps communications and marketing leaders direct their own disruption from business value assessment to change management and adoption.

His customer references include Accor, Armed Forces Ministry, Bayer, Bouygues Construction, BPCE Group, BRED, CNIL, CNP Assurances, Econocom, EDF, Elabe, Enedis, French Bank Association, Ingenico Group, Izivia, Justice Ministry, Macif, Michelin, Mobilize, Moret Industries, Nexity, Orange, Orange Cyberdefense, Petzl, Philip Morris, RTE, SCOR, SNCF, Société Générale, Sodexo, Somfy, Sonepar, Sopra Steria, SwissLife, Thales, The Good Company, Universal Music, and Worldline.

Christophe Lachnitt is the author of four books – three on the digital revolution and one on the management of fear by professional climbers. He is currently writing a book on the impact of generative artificial intelligence on brands. He is the founder and editor of the Superception blog (3,400+ articles published to date), newsletter and podcast on all things perception. He is a guest lecturer at top business schools CELSA and Sciences Po Paris.