About Our Team

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

Mirror Mirror is a brand from i2i Practical Communications


Employee alignment is a standard. Together with our trusted network of expert practitioners, we are the market leader in providing high-quality alignment diagnostics and support.


To help people at work build a better shared reality that is more rewarding for all.


Respect, openness, inclusivity, empowerment, integrity and wellbeing.

Our journey began in The Netherlands in 2016

Lindsay Uittenbogaard

CEO and Founder (UK based in NL)

Lindsay Uittenbogaard

Founder and General Management UK based in NL

With a background running small businesses, Lindsay has 15 years leading communications with multinationals in the Energy, IT & Telecoms sectors. She is an IABC Accredited Business Communicator, a certified member of the Reputation Institute, and published author in the Gower Handbook of Internal Communication.

She has since used her experience, insights, and drawn from research to create and drive the growth of Mirror Mirror.

An IABC Accredited Business Communicator, Lindsay is also a certified member of the Reputation Institute and a published author in the Gower Handbook on Internal Communication 2008.

Drake Morse

Growth (CA based in NL)

Drake Morse

CA based in NL

Drake is a program management specialist and digital project enabler for products, services, and ideas. With a consulting background with Deloitte, and experience of managing change with Booking.com, Drake is passionate about tooling and education for innovation, digital development, and the creation of solutions.

Certifications include Certified Information Systems Auditor (CISA), Project Management Professional and Wicked Problem Solving Practitioner with Project Management Institute (PMI). 


Lucy Armstrong


Lucy is Chief Executive of The Alchemists, which works with high growth mid-corporate businesses to accelerate their development and success by focusing on shareholder and management development and succession.

Lucy is Chair of the independent Professional Standards Council, the national Enterprise Research Centre, and is former Chair of Northumbria University.

Lucy was educated at Oxford University, holds an MBA and an MSc in Forensic Psychology & Criminology.

Steve Hearsum


Steve is a consultant, supervisor, and coach, who supports and challenges clients to find their edge and stretch when what they need is more than simply 'better sameness'.

He has been described as “the right kind of fly in the ointment” and much of his work is with senior leadership teams wrestling with change, and internal practitioners developing consulting and Organisation Development & Design skills. He is currently writing a book, which explores the functional collusion that creates dependency on a myth - that there can ever be a 'Silver Bullet' for complex problems.

mirror mirror

white paper

The Alignment Imperative

Mirror Mirror reflects what's going on in a way that cannot be disputed.

See how the organizational messages are being received. Understand how people think the strategy relates to their work. Find out what the actual learning culture. Discover what one team is doing well that others could learn from. See where the alignment gaps are and what's causing them. Enable people to express their views and ideas, and work out how to deliver better together.

Real insights in context.