Lindsay’s In Business: PART 45: Why

IMG_0051What happens when you realise your path is entrepreneurship rather than employment? Lindsay takes up the challenge and shares an account of her journey as it unfolds…

Before I get on to WHY, (which is a question we all need to ask ourselves about what we do in business if we’ve ever watched Simon Sinek’s video on the topic) – I need to give you an update.

But to start with I need to share this. Yes it’s the first Mirror Mirror Webinar, hosted by the International Association of Business Communicators: 

Align Your Teams and Improve Business Results

22 May 2018 at 1 p.m. CET

Our next webinar guest speaker will be Lindsay Uittenbogaard who will be discussing team alignment and strategy implementation in the webinar Align your teams and improve business results.

People don’t achieve great results, teams do. But what gets in the way of great strategy implementation how people naturally see things differently, especially in complex work environments. Misunderstandings, assumptions, interpretations, information gaps, biases: unmanaged, these can lead to misalignment and conflicting decisions and actions, poor performance, frustration, and wasted time and money. All too often, teams can wallow around in a state of unnecessary misalignment that easily goes unnoticed and fail to take a step back to get a better shared current reality.

Register now for this free live event and you will learn:

  • About the latest research on team alignment and how it improves team performance
  • How to improve Team Alignment within your organization
  • How to fast track the journey to team alignment with the Mirror Mirror process.

Register for this webinar now!


By the way, for anyone coming into this blog afresh, here’s the helicopter summary (you can read about Mirror Mirror here):

  • May 2016 – fired, again – by an asshole boss. I’m done with employment.
  • June 2016 – looking for an exciting business idea with a lot of potential
  • August 2016 – early Mirror Mirror concept developed
  • November 2016 – basic process, reporting tool and communication materials developed
  • January 2017 – launch of Mirror Mirror in London
  • May 2017 – first interest from a friend of mine at Samsung
  • August 2017 – first trial delivered –excellent results
  • October 2017 – second trial delivered with a student project team– very good results
  • November 2017 – secure a student internship at the Technical University of Delft
  • February 2018 – Quickscan version of Mirror Mirror developed and tested with Aon, Rotterdam – great results

Between all of those milestones there has been a lot of activity with marketing, meetings and discovery; and lots of ups and downs adjusting expectations, reframing and adjusting. Every time I think things have landed with the positioning, the process, the materials – we see an enhancement to make.

I’ve been working full time and another 8 people are loosely involved in various parts on the side-lines. Cost cuts and creative financing has enabled me to continue trading on virtually no income for WAY longer than I ever thought possible. It seems ridiculous to think now that I initially gave myself 6 months from August 2016 to go into profitability.

What keeps me going is that every time the concept evolves to a new depth, when we get the amazing results that we get, when I look at how Mirror Mirror fits into the Future of Work and trends that show businesses will need to find ways to include the employee voice and ways to become more agile and more responsive, I become more motivated and excited by the potential.

Now trading for exactly 16 months, all of this hasn’t come without it’s huge moments of insecurity and self-doubt, but I can say the business is off the ground, just.

And now today’s update: Just over the past month, here are the main developments:

  • The sales pipeline has now 12 real possibilities (companies with whom I have an open / progressing conversation about Mirror Mirror. The time to convert these into sales is very long: months, so this is the result of more than a year’s worth of networking and selling.
  • Curiosity Amsterdam, the marketing company inccentivised to promote Mirror Mirror has sprung into action with a build of social media activity every week in the run up to the webinar.
  • I’ve recruited Edna Ayme-Yahil to the core Mirror Mirror team. Edna a wealth of commercial and communication experience and has agreed to come on board as Strategic Advisor and introduce me to her network. The first step of that involved a Pitch Upgrade. She introduced me to 5 experts in HR / Operations / Team Effectiveness who gave me feedback on my pitch. It has come on leaps and bounds with that level of input.
  • As a result, the USP of Mirror Mirror has chrystalised. Before, I could never make it tight enough but the pitch feedback taught me that it doesn’t need to be ‘tight’ – it just needs to be right. I’d had problems with it because I felt I had to pick the strongest of the various benefits and make it different – but the fact that it provides so many benefits and so well, is different in itself. Here it is:

Mirror Mirror is the quickest and most cost-efficient way of getting teams ready to transition, implement strategy, innovate, and improve performance. It provides multiple immediate and lasting benefits:

  • improves team engagement, alignment and effectiveness
  • creates a more open, respectful, and inclusive team culture
  • promotes team engagement and agility
  • generates useful feedback for relevant stakeholders

Better, right?

And finally, the why. Here’s my current ‘why’:

I want everyone at work to experience a better shared current reality, so they can be free of unnecessary frustration and confusion, feel good and do amazing things.

Mirror Mirror – the process that accelerates team alignment for improved performance and innovation. By enabling a better shared current reality between people with a shared goal, they make better, faster progress:

Your story, our platform: If you’ve got a story and would like to share it with other Femflectors, please let us know. Femflection is all about transferring learnings to help others, be they big or subtle. We want to connect with your feelings, your learnings, your reflections or your hopes for the future – in blog or interview format. Express yourself here. Get in touch with us via

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