Ten questions to Claude Auchu | “They broke my personal ego to reshape a collective ego”

Every Friday, a person in the business community is revealed in our section. This week, Claude Auchu, president of the LG2 creation, marketing and communication agency, answers our questions.

What is your best habit?

Say thank you. It can be commonplace, but all the people I meet, I say thank you. Whenever I ask my assistant something, I say thank you. I am privileged, and through the people I come across, it allows me to recognize it. It’s like, at the same time, I said thank you to life.

What is your worst habit?

Say yes. I am an eternal enthusiastic, I like novelty, I trip on new challenges, new projects, I don’t like routine. On the other hand, I minimize the work that comes with that, the impact it will have on me, my family and colleagues. I realize that I say yes too often, both in the office and personally, and that it brings premature wear to all those around them. I have to work on this habit.

What advice are you happy to have ignored?

That of not getting into business. My mother was stressed that I started business. I got out of school in 1991 and, in 1996, I already had a good position in a studio, a stable romantic relationship and I had just bought my first house. That year, I told my mother: I will get into business. She said to me: well no, don’t do that, it’s risky. We had no entrepreneur in the family, it was not a known context. I come from Shawinigan, my father was a blue collar and my mother at home, we lived in an apartment. I finally launched communication turn. I am happy not to have listened to it even if it is my mother, because entrepreneurship is the most beautiful of the adventures.

Besides emails or texts, what application could you no longer do without your phone?

The pressthis is the only application whose notifications I have authorized, and Chatgpt. I use it every day and gave it a name. When I am traveling in public transport, I put my headphones, I say “Hi, Sam” and I start a conversation. Everyone thinks I’m on the phone. I am very curious, so I ask him all kinds of questions. For example, on the singer of the group that I will see in a show, on “conversation starters” or about a market specific to a customer that I will meet. I question it to try to see new perspectives, strategic issues and innovate.

How do you get rid of?

With a walking in the forest, a mountain hike, I run a lot. Be outside, feel the wind, feel the air, nature attracts me.

What physical activity do you do?

I run. When I was 50, in 2019, I gave myself the race as a gift. It was for the purpose of aging healthy. I started from scratch and I now completed seven ultramarathons.

What advice would you give to the younger version of you?

Calm down! You will still exist tomorrow. I have always had an urgency to live. It takes a lot of projects, lots of friends, lots of hobbies, I want to try everything to stretch my comfort zone. This advice, I would have to give it to myself every morning.

Is there a time when your career has changed?

In 2006, when I arrived at LG2, it was a decisive moment in my career. I had been an entrepreneur and self -taught, I was not used to having a boss. The two founders organized themselves to break my personal ego and reshape a collective ego. At the time, it was difficult, but with hindsight, I understand them. It was necessary, and I would not change this step today, because it has shaped the type of leader that I am today. When I became CEO, I had this group thought and not personal.

Have you or have you had a mentor?

The founders of LG2, Sylvain Labarre and Paul Gauthier, the taxation Réjean Labbé and Monique Leroux, the president of our board of directors.

Who do you admire the most?

People without history, those who are happy in simplicity, behind what I am, and I have to tend towards this love of calm.