This document outlines an executive education course on linking strategy and leadership through intellectual intelligence (IQ) and emotional intelligence (EQ). The course objectives are to understand how to connect a smart strategy with human-centered leadership. Key elements of the course include case studies, lectures, experiential exercises, and a group project to interview a senior leader about managing change. Participants will be evaluated based on attendance, engagement, and a video project applying the concepts from the course.

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IQ Strategy, EQ leadership
(Smart intelligence in strategy and emotional intelligence in leadership)
OBJECTIVES
Building a smart strategy is a prerequisite for a company to compete. A lot of “IQ” (intellectual
quotient) is necessary to build it and then it is mandatory to have an excellent execution plan. The
people dimension is always recognized as very important. But the management of the emotional side
of the people “EQ” (emotional quotient) is not always very well understood and managed, despite the
fact that it is a key driver of trust and engagement of the people and performance of the organization.
After this course, you should be able to better understand how to link a smart strategy with a “human”
leadership. You will learn more on how an individual is functioning, and also what are the most
important theory on group dynamics today and how they can relate to the day-to-day life of a company
and help to drive performance in human leadership.
Through real life examples and personal emotional experiences. You will approach this complex
dimension as well as what has to be known when managing a group of people to get the best out of it.
COURSE CONTENT
The course will be composed of:
- 2 case studies written on AXA to show how strategy implementation of major changes have
been managed. As COO of this company and a major actor of these cases, I will able to
share with you an in depth understanding of the IQ and the EQ dimensions in an operational
context.
- A section will then focus on the summary of the current theory on “group dynamics” and on
emotional intelligence.
- The participants will also be put in several “live” situations where they will be able to better
understand and feel some of these EQ notions.
- Then a final project will allow integrating all these notions: it will be called “capstone”
TEACHING METHODS
The teaching methods will be composed of
- Case study
- Lectures
- Personal experience
- Movies
- A group project to be delivered in the last session of the course
EVALUATION
Evaluation will done
10% on attendance to the course
20% on personal interaction during the course
70% based on the project “Capstone”– This project will consist (by group of 5 or 6) to deliver a 3-5’
video related to the interview of a senior executive that had to manage a significant change in his/her
organization. This video will have to be ready for the last session and will be reviewed at this time with
the overall group.

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BIBLIOGRAPHIE
Conscious Business (How to build values through values): Fred Kofman; Sounds true (ISBN: 1-59179-
517-6) - Edition: 2006. Exist also in French: L’entreprise Consciente (ISBN: 978-2-917088-02-9) May
2009.
Psychanalyse et Organisations : Gilles Arnaud ; Armand Colin (ISBN : 9782200261740) - Edition :
février 2004
Blue Ocean Strategy : W.Chan Kim & Renée Mauborgne Harvard business school press (ISBN : 1-59139-
619-0) – Edition 2005
The Knowing-Doing Gap : Jeffrey Pfeffer & Robert I. Sutton, Havard Business School Press (ISBN : 1-
57851-124-0) Edition : 2000
Experiences in groups and other papers : Wilfried R. Bion -London Tavistock publication Ltd 1961
Professor: Claude Brunet claudeabrunet@gmail.com
Claude Brunet is from background civil engineer and has also an MBA from INSEAD (1987). More
than 25 years of professional experience in several countries (Canada, Korea, Belgium, Switzerland &
France) and in various industries (Construction, IT, Automotive and Financial services) at various
management level of multinational organizations. 8 years as CEO of Ford Motor Company in Belgium
then in France and 9 years as management board member & COO of the AXA group.
Very high level of interest in psychoanalytic and collective emotional intelligence.

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Example of how the course could be organized
18 hours would be organized into 6 journeys of 3 hours
1 – Journey n°1
Explanation of the project Capstone to be delivered at the last session
Analysis of the case study of implementation of 6 sigma at AXA (IMD case).
During the first part, we will discuss the case to understand the context and what has been done then
enhance how change has been managed to implement 6 sigma on a broad scale in a financial
services company when at this time most of the experiences had been done in the manufacturing
industry.
During the second part we will review this case and try to understand better what have been the role
of emotion in this specific situation (Group and individual emotion). The purpose of this twofold
exercise will be also to enhance that the emotional side is not obvious to identify but it is one important
driver of success.
At the end of this journey, we will talk about this experience and summarize the key points.
2 – Journey n°2
These 3 hours will be dedicated to emotional experiences. This is aiming at understanding better what
exist as a potential in a group of individual that can drive success and how emotions is playing a key
role in that sense. 3 exercises will be done
* Daring exercise
* The “emotional journey”.
* The tennis ball exercise
A long debrief session will be done to understand the most important drivers identified during theses 3
experiences.
3 – Journey n°3
This session will be dedicated to a work on company culture with a case that will be based on “human
synergetic tools”. The purpose will be to better understand the notion of company culture and how it
can be measured. A case study of a specific company will be studied to better understand which type
of company culture can leverage emotion and performance.
4 – Journey n° 4
Analysis of a case study (AXA brand spirit) describing how group emotional energy can be leveraged
in the context of one of the top 20 company in the world. In a company driven by finance and KPI, how
the work done on the brand repositioning and the redefinition of the purpose of the company can
create of new dimension (sense of purpose for the employees), that impact 135 000 employees in the
world. Like for the first case, the case will be analyzed at two levels.
5 – Journey n° 5
This session will be dedicated to a discovery of the various theories that are currently available on
group collective dynamic and emotion. From the Anglo-Saxon trend of the Tavistock Intitute, the
psychodynamic approach of Manfred Ket de Vries and the school of Paolo Alto, to the more
psychoanalytic driven approach in Europe through Anzieu, Enriquez, Pagès…Some notion of
psychoanalytic will be also be part of this session.
6 – Journey n°6
This session will link the various experience of the first 4 journeys with the theory that has been
expressed in the journey n° 5. Some extract of movies will be used to show other situation where
collective emotion is a driver of performance.
This session will also present the project work and a detailed discussion on how to work it out.
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