“Out of clutter, find simplicity. From discord, find harmony.
In the middle of difficulty lies opportunity.” – Albert Einstein

What are the definitions of alignment and misalignment?

People are aligned when they make decisions and take actions that line up with the strategy of their organization. The process of alignment is not about getting everyone to think the same thing, rather it is about giving people the trust and space to make sense of things on their own terms, to bring their own perspectives, participate in constructive challenge to build a shared reality with others.

Misalignment is the opposite – it is conflict between people in how they see their goals, context or ways of collaborating. These conflicts can be large or small, significant or subtle, visible or invisible. Misalignment costs time and money, it leads to poor morale and interpersonal relationships suffer, undermining effectiveness and performance.

“Problems caused by misalignment include confusion; waste of time, money and opportunity; diminished productivity; demotivation of individuals and teams; internal conflicts, power struggles; and ultimately project failure as well as resulting in time and energy spent: doubting, conspiring, guessing or gossiping – when that same energy could be deployed in moving an organisation forward.”

Box, S., & Platts, K. Business Process Management: Establishing and maintaining project alignment, Business Process Management Journal, Vol. 11 Issue: 4, PP.370-387), 2005

On what research is Mirror Mirror based?

Mirror Mirror was designed in collaboration with the Technical University of Delft, drawing from a range of research sources. Please contact us for a copy of our Research Summaries and Literature Review documents.

Key influences are the theory of Social Constructionism: how people make sense of their contexts through language with others; research by Barron[1], showing that effective collaboration is not merely a case of putting people with the relevant knowledge together, because team members face challenges in integrating their different perspectives and developing shared cognition (a shared understanding) of common problems; and the work of van den Bossche[2], which shows that interpersonal and socio-cognitive processes and practices (behaviours) affect the rapid development of shared understanding, which drives improved team effectiveness.

[1] Achieving Coordination in Collaborative Problem-Solving Groups, Brigid Barron, Journal of the Learning Sciences Vol. 9, Iss. 4, 2000

[2] Team Learning: Building Shared Mental Models, van den Bossche et al. Instructional Science, 39(3), pp.283–301. 2008

How reliable is the data??

The data is as reliable as the openness of the respondents providing it. To maximize levels of openness, we provide communication texts about the process in advance, we explain that all inputs are taken anonymously, and we codify all qualitative texts to avoid personal attribution as far as possible.

How is Mirror Mirror different from other tools on the market?

Mirror Mirror is a high-quality alignment approach that goes deep. It focuses exclusively on building better shared mental models between people as a means of increasing organizational effectiveness. Because it compares how people see their whole workplace – both cognitively and behaviourally – the insights are anchored into the context of the participants.

It works because of nuances in the design, such as:

The behaviour questions ask respondents about what they observe between people, rather than asking them to comment on how they see their own behaviour.

The context questions are designed to apply to any situation so the process is repeatable.

The process goes deep, using qualitative questions and manual codification. This way, there are more open questions, which allows for the discovery of issues and the presentation of data in a way that is measurable.

Specifically, how is Mirror Mirror different from the Employee Survey?


It takes a discovery-based approach to identify misalignment.

Action-oriented and interactive
Employees work with the data they provide.

Team-centric, and part-qualitative
The data reflects the unique context of each team.

Promotes effective collaboration and appreciation for diversity.

Outcomes focused
Aligns mental models and prepares participants to succeed.

Progress is evaluated at 3 points in time to show what changed and why.

Fast, cost-efficient, and delivers real change.

How can organizations benefit from using Mirror Mirror?


Top Teams – surface and address key cognitive and behavioural alignment gaps at and / or between the Board and Executive levels.

Between Teams – find out what’s going wrong across teams, get those silos broken down, bring people across multiple teams onto the same page – quickly and efficiently.

Team by Team alignment – get the strategy implemented through better engagement and alignment; funnel key insights and feedback to key stakeholders.

Streamline project teams and cross functional teams – get clarity, engagement, and alignment on the shared challenges and how people can deliver better together.

Save teams in trouble – identify the issues and get them on the table, safely and constructively. Have these addressed through acceptance or change so people can move on and deliver from a shared reality.

Get remote teams on the same page – improve collaboration by building rapid familiarity with the team, the context, and the culture – then co-creating an action plan for team delivery.



Support new leaders – compress the onboarding phase by building rapid familiarity with the team, the context, and the culture. Use this to engage and reset direction.

Support new teams – accelerate the familiarisation process with each other, with the context, culture, and challenges. Use this data to create cognitive and behavioural alignment so the team can deliver better together.

How can Mirror Mirror help organizations navigate through change?

Mirror Mirror identifies and measures the current reality, therefore mapping the FROM position of change. By bringing alignment gaps and assumptions into view with the TO position in mind, these gaps can be addressed safely and constructively.

Participating teams are then better able to recognize and accept where they are now, and take ownership for how they can best respond together. The Mirror Mirror approach helps diminish resistance to change, improves clarity and agility, increases engagement, and heightens preparedness to succeed.

Can we get a demonstration for how it works?

The Demo Scan, our free automated 11 question product, is designed to show the approach.

Can I speak to a reference customer?

Yes, we can connect you with previous customers who are happy to be contacted to share their experience of the process.

Please contact us to set up a reference call.

How do we ensure data security?

When you participate in research that uses Mirror Mirror products, you can be assured that we will protect your privacy. We follow rigorous standards that are set out in our IT security and privacy policy, which is available on request.

We also have a privacy policy relating to the use of our website.

How are the benefits of Mirror Mirror measured?

After the event, we measure perceptions on clarity, alignment, positivity, and preparedness by comparing perception data at three points in time: before the workshop, after the workshop, and 3 – 6 months later.

How does Mirror Mirror sit within a broader programme of change or learning?

Mirror Mirror complements any other change or learning agenda because it improves alignment, the fundamental dynamic that drives the advancement of change and learning.

What do I need to do to set up Mirror Mirror within my organization?

You can initiate Mirror Mirror via one of the trained facilitators in our network, or by getting in touch with us directly. We will start by asking for some basic information about your work situation, so the right question sets can be configured, and guide you from there.