From farm life to global brand transformation, Jean-Pierre Lacroix shares how emotional connection, travel, and persistence fuel his 35-year journey in business.

In this episode, Michael talks with Jean-Pierre Lacroix, president of one of Canada’s longest-running privately owned brand transformation agencies. From helping reinvent Dairy Queen’s image to working with global banks, Jean-Pierre has spent 35 years guiding companies through change by focusing on emotional connections over functional features.

Raised on a farm in Chesterville, Ontario, Jean-Pierre traded strawberry fields for design school and built his first firm into the largest independent brand consultancy of its time. His journey spans opening offices in China and the Middle East, writing Think Blink: The Blink Factor Manifesto, and earning an MIT certification in AI for business during the pandemic.

Jean-Pierre shares how travel fuels his creativity, why colour and shape matter in branding, and the need for businesses to understand the emotional needs driving customer decisions. He also opens up about painting watercolours of his travels, his favourite haunts in Toronto, and the importance of persistence for “rebels in waiting.”

“We’re emotional creatures. We don’t reason, we feel.”

“Be a sponge in life. Don’t be a rock.”

“Persistence—the darkest hour is the hour before sunrise.”

“If you resonate emotionally, you make it easier for people to buy from you.”

“My biggest fear is becoming irrelevant.”

From Farm to Fortune 500 | How early life shaped a career in creative problem-solving.

The Blink Factor | Why emotional connection trumps functional benefits in branding.

Global Offices | Opening in China and Oman to follow future market growth.

Learning Always | Earning an MIT AI certification before ChatGPT was public.

Colour and Emotion | How hues like green, blue, and orange influence trust and aspiration.

Travel as Inspiration | Connecting the dots between cultures, ideas, and innovation.

Artistic Side | Painting watercolours of European holidays as a creative practice.

Favourite Toronto Spots | Monkey Bar, Sebastien’s pastries, and the local Starbucks.

Rebel Advice | Persistence—the toughest time is just before you succeed.

Jean-Pierre on LinkedIn (http://linkedin.com/in/jeanpierrelacroix)

Jean Pierre on Instagram (https://www.facebook.com/jeanpierre.lacroix.96)

Website (http://www.sld.com/)

Get Your Copy of Michael's Book: "BrandJitsu™: Move Your Brand From 'Meh' To Memorable" Indigo | Barnes & Noble | MichaelDargie.com