CREATING A COMPELLING FUTURE
Strategy Lab by Myrtle Collective
What If?
What if you could shape a powerful future vision for your business without endless meetings?
What if you could tap into an energising process that creates alignment, cuts through complexity, and gives the team clarity to lead the business forward at pace?
The Myrtle Collective is a collaboration between three seasoned facilitators and adventurers – Sue Stockdale, Eveline van den Heuvel, and Pierre Heistein. We combine our experience in neuroscience, business strategy, executive coaching, design fiction, leadership development, and arctic exploration to help companies and teams create compelling, actionable visions and simulations of their future.
What We Offer
A guided, three-part experiential journey:
- Visioning – We build a bold image of the future while exploring the assumptions and resistance that limit the vision, unlocking deeper possibilities.
- Coaching – We help teams navigate the personal values that push them toward or away from the collective vision.
- Prototyping the Future – We guide teams to produce artefacts from the imagined future that provoke dialogue and reveal blind spots and systemic implications.
Think of it less like leadership training, and more as a dynamic, experiential strategy lab that helps organisations align around a common goal and understand its potential and impact.
A key aspect of this experience is helping people anticipate the potential consequences of their vision and explore the world that may emerge as a result. By creating a real image of this future, a team can address the pragmatic concerns, ambitions, fears, everyday needs, and desires of the people who will inhabit it.
The strategy lab can be completed in twelve hours over two or three days, or spread over several weeks. It can be delivered in person or via a virtual platform.
Why This?
People don’t just need forecasts and scenario analysis – they need the ability to imagine. Neuroscience tells us the brain can’t distinguish between reality and simulation. By immersing your team in a realistic experience of the desired future state, we rewire mindsets for change.
Grounded Potential
By co-creating a simulation of the future, we surface tensions that may threaten alignment and uncover unseen value for the company or its stakeholders. We test for assumptions and optimism bias to ensure the vision is practical and reliable.
Tested Strategy
By simulating the day-to-day implications of the “changed world”, we help your team build the skills, behaviours, and commitment needed to thrive. When challenges arise, they are ready.
Buy-in that Sticks
Slide decks don’t move people. Artefacts do. Tangible, built elements of the future create a powerful emotional attachment to the value it will bring to your teams or stakeholders. The result? People don’t just understand the vision, they own it.
The strategy lab combines future scenario-building and artistic storytelling to get to the heart of what drives your team or network to create a successful future. The impact on your project will be faster execution, lower costs, and a greater commitment.
Proven Expertise in Uncharted Territory
Our team’s effectiveness lies in how our distinct strengths combine and amplify one another.
- Authenticity through experience: From arctic exploration to organisational transformation, we’ve lived uncertainty—and we know how to guide others through it.
- A multidisciplinary lens: Strategy, psychology, storytelling, and systems thinking come together in a way few teams can offer.
- Deep coaching meets strategic foresight: We don’t just generate big ideas, we drive grounded shifts in mindset and behaviour.
Sue Stockdale is a polar adventurer, executive coach and leadership expert. She was the first UK woman to reach the Magnetic North Pole, and has over two decades of experience helping leaders in global FTSE 250 and Fortune 500 companies navigate uncertainty. With an MBA, MSc, and several published books, Sue blends adventurous thinking with pragmatic strategy – equipping executives to push boundaries, embrace discomfort and lead with impact.
Eveline van den Heuvel holds an MSc in Neuroscience, and specialises in working with teams and entrepreneurs pushing the boundaries of human possibility. In the early 2000s, she helped shape the e-mental health space with pioneering academic institutions and tech startups. She’s since built meditation platforms, co-designed the world’s first Mind Spa for Rituals, and guided global leaders through the discomfort of transformation. Currently, she’s exploring the intersection of quantum physics and consciousness, and how it shapes how we live and work.
Pierre Heistein splits his time between founding social impact initiatives and challenging expeditions, and supporting top consultancies and Fortune 500 firms. He has led consulting engagements for Deloitte, Accenture, EY, GE, and others with a focus on research and strategic analysis. He is an experienced facilitator of dialogue between C-Suite Executives and former CEOs such as A.G. Lafley, Indra Nooyi and Doug Conant. An avid traveller, Pierre explored 11,000 km within Iran and kayaked the full extent of the Atuel River in Argentina.
Selected examples of our individual and collective impact:
HEALTHCARE – Building a Shared Vision to Lead Oncology into the Future
Partnering with senior NHS Oncology and Haematology leaders, we designed a transformative leadership offsite to build a shared vision and strengthen collective leadership. Through reflective exercises and future-mapping, the team developed tangible artefacts representing their future aspirations, resulting in stronger strategic direction, renewed energy, and a deeper commitment to patient-centred excellence.
RETAIL – Lifting the Rituals Cosmetics Brand to the Next Level
We co-designed the world’s first Spa for the Mind – the Mind Oasis – for Rituals Cosmetics, enhancing their brand’s mission of mindfulness and wellbeing. By aligning with their “Art of Soulful Living” philosophy, we created an unparalleled mental relaxation experience. The Mind Oasis quickly gained popularity, leading Rituals to expand the concept internationally, including new locations in Paris, Berlin, Barcelona, and Schiphol Airport.
SOCIAL CHANGE – Envisioning a Thriving Community Future with ATLA
We partnered with the ATLA Community to help craft a bold 2030 vision for urban transformation. Through virtual workshops, coaching, and system-mapping exercises, the multidisciplinary team surfaced creative tensions, aligned on a shared future, and reignited their collective purpose, equipping them to drive lasting, meaningful social change with greater confidence.
AGRICULTURAL INNOVATION – Empowering Growers for a Sustainable Future
We worked with a global horticultural leader to strengthen strategic leadership through adventure-based thinking. By challenging senior leaders with real-world strategic exercises, we equipped them to navigate future uncertainty with a bold, future-focused mindset, greater resilience, and a renewed commitment to sustainable innovation across more than 50 countries.
MENTAL WELLBEING – Bringing Mindfulness to Australia’s Youth with Smiling Mind
We supported entrepreneurs James Tutton and Jane Martino to launch Smiling Mind, Australia’s first free digital mindfulness program for children and parents. Our work involved writing the business plan, designing the initial programs, and establishing critical academic partnerships, setting the foundation for widespread adoption across schools and communities.