In the season finale of The Impactful Conversations Effect, we sit down with Delphine Gardère, the trailblazing CEO and owner of Société du Rhum Barbancourt, Haiti’s most iconic rum brand. At the helm of a company with over 163 years of heritage, Delphine shares how she’s honouring its rich legacy while boldly transforming it into a premium global brand.

Delphine speaks candidly about stepping into her leadership role at just 33, navigating Haiti’s volatile political and economic landscape, and asserting herself in a male-dominated industry. She unpacks Barbancourt’s strategy of premiumisation, her approach to brand modernisation, and why cultural storytelling is central to reshaping perceptions of Haiti on the world stage.

We also explore her revival of the Barbancourt Foundation and her commitment to social responsibility, from supporting local communities to responding to the country’s current humanitarian crisis.

This is a powerful conversation about legacy, reinvention, and leadership rooted in purpose, told by a woman rewriting the narrative of what it means to build a premium brand from Haiti, for the world.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com

In this episode of The Impactful Conversations Effect, we’re joined by transition and leadership coach Rachel Kourakos, whose inspiring career journey took her from high-powered roles in finance and Google to betting entirely on herself.

Rachel opens up about the moment she realised that even the most “dream” jobs can feel wrong—and how she found the courage to trust her intuition and walk away. From late nights in investment banking to discovering coaching as her true calling, Rachel shares how self-trust, mindset work, and emotional intelligence guided her transformation.

Together, we explore the importance of redefining success, why mindset comes before action, and how building confidence is less about instant results and more about daily choices. Whether you’re facing a career transition or searching for deeper purpose, Rachel’s story is a powerful reminder that the greatest leap is the one we take toward ourselves.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com

My friend Delphine is one of the most strategic and thoughtful leaders I know. We're both passionate PSG supporters, and in between sharing celebratory memes, we spoke about PSG’s victory over Inter Milan and the deeper significance behind it. Delphine has always believed in the power of working together to achieve a common goal. She leads a team of over 700 employees who operate with a shared vision, producing a world-class product that’s exported globally. The results speak for themselves and we’ll dive into that soon, as Delphine is the final guest this season on The Impactful Conversations Effect Podcast.

But back to PSG. Their historic Champions League win wasn’t just about how they defeated Inter Milan, it was about how Luis Enrique built a team and a mindset grounded in the power of the collective. He moved away from the era of relying on star players (yes, I’m looking at you, Mbappé) and instead instilled a culture of patience, discipline, shared responsibility, and laser focus. PSG’s triumph on Saturday wasn’t just about scoring goals, it was about growth. Under Luis Enrique, PSG didn’t just play; they operated as one.

The old model at PSG was built around star players like Neymar and Mbappé. But when teams are structured around a single person, there’s a ceiling to what can be achieved. Egos have to be managed because that individual is often seen as carrying the weight of the team. It creates imbalance, sidelining other valuable contributors who also have something meaningful to offer. It also places enormous pressure on the so-called star to constantly perform, which is unrealistic—no one can sustain success alone. This dynamic is not limited to sports. It mirrors what we often see in businesses and startups that rely heavily on one key player to drive everything forward. The question then becomes: what happens when that person loses motivation or decides to step away?

Luis Enrique’s philosophy was clear: no one is above the team. Success came through shared responsibility, tactical cohesion, and trust in the system. Every role player had a part to play, and each contribution mattered. In business, the same principle applies. When leaders stop trying to be the star and instead focus on building strong systems and empowering their team, real and sustainable success follows.

Here are my takeaways from this win:

Lesson 1: Build Systems, Not IdolsGreat teams are not built around a single star. You’re not hiring heroes, you’re building a machine where every part has a purpose. Sustainable success comes from creating systems that function with or without any one individual.

Lesson 2: Clarity of Roles Creates Freedom to PerformAt PSG, every player understood their role. That clarity allowed them to move with confidence and purpose. In business, the same applies. When people know exactly what is expected of them, they’re empowered to execute, collaborate, and innovate.

Lesson 3: Humility WinsA humble team, one that respects each other’s strengths and is aligned around a common goal, will always outperform a group of high-performers who can’t work together. Ego-free environments make space for growth, trust, and impact.

Lesson 4: Celebrate the AssistNot every win comes from the person who scores. Behind every goal is a chain of effort. In business, we often reward sales or high-visibility outcomes, but lasting cultures recognise and celebrate collaboration, support, and behind-the-scenes contributions.

As I was thinking through and researching for this post this morning, and genuinely excited to write it, I came across something PSG’s Ousmane Dembélé said before their Champions League win. When asked if he hoped to win the coveted Ballon d'Or, he responded, "Instead of thinking about myself, I’m going to think about the team." He shared that when the coach spoke to him, he told him to take on more responsibility and set an example for the younger players. Dembélé continued, "The important thing is the collective, not individual titles. We’ve never won the Champions League. It’s more important for me to think of the team." That mindset captures the essence of real leadership: putting the group first, leading by example, and prioritising collective success over individual recognition.

Bisous,

Winy

What I’m listening to:

If you haven’t listened to Cathie Urushibata’s episode on The Impactful Conversations Effect podcast yet, you’re missing out. Cathie shares what it means to lead with empathy while managing creative teams, and how her own evolution as a creative professional helped shape her leadership style. From her journey to Shake Shack to her thoughts on mentorship, this episode is full of insight for anyone building something with heart and intention.

Art that is inspiring my creativity:

Discovered through my friend Roderick, Brodie Neill’s work is a masterclass in design that blends form, function and sculpture. His limited-edition furniture pieces are striking, thoughtful, and undeniably beautiful, each one feels like it belongs in a gallery as much as in a home. I’ve been especially obsessed with his chairs lately. I think I need one, like, yesterday.

As always, if you need strategic advice pertaining to Branding, Communications, Digital strategy, or Marketing, or if you want to chat about a new project—or just say hi!—our boutique agency, Deux Creative, is here to help!

Thanks for reading La Newsletter by Winy Bernard Bertin! Subscribe for free to receive new posts and support my work.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com

In this episode of The Impactful Conversations Effect, we sit down with Cathie Urushibata, a creative leader who shares how bold decisions, daily rituals, and listening with intention shaped her career. From her leap of faith moving to New York for grad school to the lessons she learned at Shake Shack under the leadership of CEO Randy Garutti, Cathie offers thoughtful insights into what it takes to grow as a leader in creative industries.

We talk about the power of walking to clear your head, why listening is her top leadership habit, and how taking the risk without a backup plan was the pivotal moment that changed everything.

Whether you're a creative stepping into leadership or simply looking for grounded advice on how to lead with empathy, energy, and presence—this one's for you.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com

In this episode of The Impactful Conversations Effect, we sit down with Allison Stadd, Senior Vice President of Brand, Culture & Media at Shipt (a Target company), to explore the unexpected intersections of leadership and jazz drumming. A dual US-Canadian citizen, writer, and lifelong creative, Allison shares how her early training in music and writing shaped her approach to leading high-performing teams at brands like Shake Shack, Sweetgreen, BarkBox, and more.

We talk about building identity capital, overcoming imposter syndrome, and her philosophy of “leading from behind”plus, how she channels her creative spirit through her Substack newsletter The Offbeat. This episode is a must-listen for anyone navigating leadership, identity, and creativity in today’s complex workplace.

Tune in for:

* Why drummers make great leaders

* Letting go of being liked (and still being respected)

* Creative sustainability for working parents

* Career advice for rising marketers

* The unexpected power of a well-timed Miles Davis quote

An episode you do not want to miss!

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com

These days, customers, myself included, aren’t as brand-loyal as we once were. I used to be someone who had to buy a specific product from a specific brand, no exceptions. But that mindset has shifted. Today, people are drawn to products that speak to them personally, offer meaningful value, or provide exclusive access or perks. Brand loyalty, once a given, is now fragile, always up for negotiation. In 2025, even the most established brands must continuously earn their customers’ trust and commitment.

In today’s uncertain economic and social climate, brand loyalty is no longer guaranteed by habit or heritage. Customers are empowered by the abundance of choice, peer-driven reviews (hello, TikTok), and a growing demand for transparency. Even legacy brands risk being left behind if the purchase experience feels disconnected or if the brand’s storytelling no longer resonates. Loyalty can’t be assumed, it must be earned through relevance, consistency, and a compelling reason to return.

Brand experience plays a significant role in shaping loyalty. I was speaking to a friend recently who, despite requesting an appointment three times at a luxury brand’s Paris boutique, never received a confirmation, barely an acknowledgment that the request had been received. She had been a loyal client of this iconic brand for years, but after a string of disappointing interactions, she decided to take her business elsewhere. Brand experience isn’t just about the product, it’s the entire journey: how you're discovered, how you're remembered, and how you show up across every single touchpoint.

Storytelling is a powerful tool for customer retention, not just acquisition. People stay loyal to brands that reflect their values, tell meaningful stories, and offer something they can see themselves in. When done well, storytelling invites customers into a larger narrative, allowing them to feel like participants rather than just consumers. In the end, people don’t stick with a brand for the product alone, they stay because they believe in the story behind it.

So, what can brands actually do to build loyalty in 2025? A few things stand out. Subscription models, membership perks, and exclusive product drops are becoming essential tools, not gimmicks, in cultivating a sense of belonging. Rather than relying on price or legacy status, brands need to make customers feel like insiders. Creating a private community, offering VIP access, or giving early access to new products can help lock in loyalty. People buy from people, and they want to feel connected and not just to the brand, but to the people behind it. Showcasing the human side of the business, the makers, the process, the behind-the-scenes decisions which builds trust and relatability. That’s the “it-factor” today: a blend of authentic storytelling, community, and content. And when done right, paid ads shouldn’t be the main attraction, they should amplify the organic moments that make the brand feel real.

Loyalty isn’t won by chance, it’s the result of consistent, intentional brand choices that make people feel seen, valued, and part of something bigger. In 2025, the brands that thrive will be the ones that remember: loyalty is earned, not assumed.

Bisous,

Winy

What I’m listening to:

If you haven’t listened to our episode with Marine Tanguy of MTArt yet, this is your sign. Marine shares her powerful perspective on public art, representation in the art world, and how storytelling shapes cultural perception.

Art that is inspiring my creativity:

I recently learned about the Waterloo Center for the Arts in Iowa, which holds the largest public collection of Haitian art in the world. Their commitment to preserving and celebrating Haitian creativity is extraordinary and naturally, it’s a collection that’s close to my heart. The works are vibrant, symbolic, and deeply rooted in culture and storytelling. It’s a beautiful reminder of Haiti’s worldwide artistic legacy, and well worth exploring.

As always, if you need strategic advice pertaining to Branding, Communications, Digital strategy, or Marketing, or if you want to chat about a new project—or just say hi!—our boutique agency, Deux Creative, is here to help!

Thanks for reading La Newsletter by Winy Bernard Bertin! Subscribe for free to receive new posts and support my work.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com

In this inspiring conversation, we sit down with Marine Tanguy, founder and CEO of MTArt Agency, the leading international talent agency for visual artists shaping today's culture. From managing a gallery at 21 that discovered Banksy to launching the first Certified B Corporation in the art sector, Marine shares her bold journey redefining how artists are represented and valued. We explore why art should make us uncomfortable, how public art transforms cities, and why visual culture is crucial for a more unified society. Marine’s leadership in bringing art into everyday life, from public spaces to major global campaigns, reveals the powerful role of artists in moving culture forward.

Since its founding in 2015, MTArt Agency has expanded globally and has delivered over 300 projects across major cities, brands, and institutions, including Apple TV, Le Louvre, and the World Cup. The agency has raised over $2.5 million in funding and was recently valued at £35 million, reflecting its significant impact and growth in the art world.

This episode is a powerful reminder that art’s greatest impact happens not only within galleries, but in the public spaces and visual stories that shape our daily lives.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com

In this episode, we sit down with Lissy Alden, the founder of MYNDY, a pioneering mental fitness company redefining wellness for the modern workforce. With a background that includes working with global giants like JPMorgan, Amex, and The New York Times, and holding degrees from Cornell University and an MBA from MIT, Lissy brings a powerful blend of academic insight and real-world experience, delivered in a way that’s incredibly relatable and digestible.

Using MYNDY’s proprietary framework, she’s on a mission to help overworked professionals build mental resilience, prevent burnout, and perform at their best.

This conversation is also a full-circle moment, Lissy once facilitated Ashley’s very first opportunity in tech. We explore the intersection of mental fitness, wellness, and performance, and why Lissy believes mental wellness isn’t a perk—it’s a business imperative.

Tune in to learn how mental fitness can become a game-changing strategy for both personal growth and team success.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com

When I first started out, I had a clear vision of what this entrepreneurial journey would look like, structured days, impactful work, and a steady path forward. Reality? A little messier, a lot less linear, and filled with pivots I didn’t see coming. One of the most meaningful examples of this has been Purpose for Impact, the consultancy Ashley and I created. We set out to advise mission-driven clients but, as we moved deeper into the work, it became clear we were building something much bigger. Our conversations with people doing remarkable things around the world led to the launch of The Impactful Conversations Effect podcast, just one part of a growing ecosystem we’re shaping for modern people with taste, vision, and purpose. It may not look like our original plan, and that’s exactly the point.

I still remember the shift happening during the first season of our podcast. At first, we thought The Impactful Conversations Effect would simply be a tool to position our agency, a platform to showcase our thinking and extend our reach. But as the season unfolded and we spoke with incredible guests, something deeper emerged. These weren’t just interviews; they were powerful exchanges about impact, legacy, and purpose. What I came to realise was that the podcast wasn’t just supporting the work, it was the work. It was the product. It was building community, sparking dialogue, and giving a voice to changemakers in a way that felt bigger than us.

That’s why flexibility isn’t just helpful in entrepreneurship, it’s actually essential. We often start with a clear problem we think we’re here to solve. But sometimes, the deeper we get, the more we realise that the real opportunity, the real impact, lies elsewhere. The vision evolves, and so does our role in it. That doesn’t mean we were wrong from the start; it means we were open enough to listen, to observe, and to respond. Entrepreneurship is about being in service, to your audience, your purpose, and the times we live in. Staying rigid in your original idea can actually limit the growth, the reach, and the transformation you’re capable of creating.

So if you’re building something and it starts to shift, don’t panic. Pay attention. You might be uncovering the real work you’re here to do. The most aligned, fulfilling businesses often come from the courage to let go of what you thought it would be and embrace what it’s becoming.

Ashley and I are incredibly excited about what’s ahead. We’re actively exploring how to scale this project and evolve it into something even more impactful. We're working on new ideas and starting conversations with partners who could be the right fit to grow this vision with us, people and organisations who understand the value of connection, culture, and community. This next chapter feels expansive, and we can’t wait to see where it leads.

What are you holding onto that might be holding you back? Where might your work be nudging you to evolve?

Bisous,

Winy

What I’m listening to:

If you haven’t listened to her story yet, I highly recommend diving into our Season 2 opener — it’s packed with gems. Our guest, Babba Rivera, is the definition of building with intention. The daughter of Chilean immigrants raised in Sweden, she’s now a mother of four and the powerhouse founder of Ceremonia, a clean haircare brand rooted in her Latinx heritage. Since launching in 2020, she’s raised $11.5 million in funding and is boldly redefining what leadership and legacy look like.

Get to know Babba and her incredible journey in the season opener of The Impactful Conversations Effect podcast is available here.

Art that is inspiring my creativity:

I've been deeply inspired by Yves Dana's sculptures lately, I discovered his work when my friend Roderick shared his latest exhibition on his Instagram. His exhibition, Citadelle, at Waddington Custot in London, showcases evocative stone and mixed-media works that blend ancient forms with modern minimalism. The way Dana explores timeless themes through texture and form resonates deeply with me. If you're in London or planning to, the exhibition runs until 10 April 2025 and it’s a must see!

As always, if you need strategic advice pertaining to Branding, Communications, Digital strategy, or Marketing, or if you want to chat about a new project—or just say hi!—our boutique agency, Deux Creative, is here to help!

Thanks for reading La Newsletter by Winy Bernard Bertin! Subscribe for free to receive new posts and support my work.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com

Six years ago when we first met her, Babba Rivera was the founder of byBabba, a marketing agency helping brands make meaningful connections. Today, she’s the founder and CEO of Ceremonia, a clean haircare brand celebrating her Latinx heritage. Babba has raised millions in venture capital, making her one of the few women of Latin descent in the U.S. to achieve this milestone.

In this season opener, Babba shares her journey of growth, resilience, and transformation. From navigating the unexpected twists of entrepreneurship to embracing the lessons that come with change, Babba’s story is a testament to the power of evolution — both personally and professionally.

We talk about the courage it takes to pivot, the importance of leading with authenticity, and why sometimes the best-laid plans are the ones that never happen.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit deuxcreative.substack.com