When AJ LaCroix joined ZS, he wasn’t quite sure where his consulting path would lead—but he knew he was passionate about people, systems and how change happens. Today, as a strategy insights and planning associate consultant, AJ has carved out a unique career at the intersection of organizational change and innovation, helping clients navigate complex transformations and build deep, lasting partnerships along the way.
Where passion changes lives
AJ’s journey into organizational change management didn’t follow a straight line. “When I first joined ZS, I mostly worked on market sizing and research projects,” he explains. “But I’d studied cognitive science and organizational theory in school, and I was eager to explore that more.” That curiosity led him to a new initiative—ZS’s cognitive perspective on change management.
Alongside leaders from the strategy and transformation and the cognitive teams, AJ spent months creating ZS’s point of view on change management. He explored cognitive research and collaborated with sales field reps to uncover the psychological levers behind successful transformations.
“We were trying to figure out what makes change easier or harder, from a cognitive perspective.” AJ says. “For example, involving people early—even in small ways—made a huge difference in how open they were to change.”
Driving impact through collaboration
That early experience laid the groundwork for AJ’s role in one of ZS’s most ambitious transformation projects: implementing dynamic targeting for a major healthcare client. The client’s primary goal was to evolve their field force strategy by using real-time data and analytics to guide sales reps in engaging with the most relevant healthcare professionals.
But introducing new technology to an experienced salesforce comes with challenges. Some field reps were skeptical, worried the tool would dictate their decisions and reduce their autonomy. AJ made it his mission to change that perception. “The goal was to make the technology not only understandable but also desirable—shifting the mindset from seeing it as a threat to viewing it as a partner in their daily work.”
What set this project apart was the level of collaboration. AJ and his team conducted over 40 interviews with field reps, developing a communication and engagement strategy based on their insights. “We weren’t just gathering feedback—we were involving them in shaping the change,” he says. “That deep engagement is what helped the tool land successfully.”
By early 2025, dynamic targeting had been rolled out across all of the client’s business units, with results expected to deliver a 2%-4% sales lift. “The tool evolved based on field feedback and improved with every launch,” AJ says proudly.
Growth through trust and flexibility
Beyond the project’s measurable success, AJ’s most meaningful takeaway was the relationship he built with the client. “We collaborated every day—just pinging each other, calling on the fly, being accountable to each other,” he says. “That level of trust helped me really understand their organization and how they operate, which was invaluable early in my career.”
That sense of ownership and adaptability has defined AJ’s path at ZS. While he continues to contribute to change initiatives, he’s recently started exploring transformation and organizational design work, expanding his skill set even further. “ZS has been really flexible and supportive,” he says. “They’ve helped me find roles that align with my interests and build on what I’ve already done.”
AJ’s story illustrates what’s possible when individuals are empowered to adapt, experiment and lead through change. It’s not just about keeping up with the pace of innovation—it’s about shaping it. Explore how you can launch a career to help improve life and how we live it.
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