Inside the Lab: the power of the collective

Natalie Marsan (she/her)

Partner, Chief Strategy Officer 


What skill(s) and speciality do you bring to LuzidLab?

Brand building and generally positioning our brand in the industry alongside creating demand for the work we do. Skills in consulting and getting to the why. I’m in charge of the strategic work we do for clients and helping guide our strategic orientation to everything. And with a previous career in theatre and dance, I bring a lens of am embodied storyteller to all of LuzidLab’s efforts.

What inspires you? Where do you find inspiration for your work?

The sea and the sun. Mountains and forest. Insects and flowers. Mother Nature in general.

Great works of art – everywhere from the world’s best museums and stages to the street art right outside of my front door. I am not picky with art, I just love to be surrounded by it and for life to be infused with it. 

Our shared humanity: universal goodness and suffering and the dynamics of relationships. Internal architecture of self and the somatic experience of movement and stillness. Inspiration tends to come in the stillness, but I need plenty of motion and flow in order to appreciate the stillness.

What drives you? How do you harness that?

Collective efforts / the brilliance of team work is very motivating for me, especially when we’re in the flow together, when we overcome tough spots in the process. 

Working towards great work, and with the qualities that the world needs more of – open mindedness, love, curiosity  – this is what drives me. Working solely towards the end goal of monetary gain is not motivating for me. There has to be an aim towards benefitting others and the greater whole. 

When you need to be creative and think up solutions, how do you do it?

With consulting, listen more. Really listen. 

With branding, marketing and comms, I think about who we’re speaking to, really get in their shoes and think “what would they want to hear, see, understand about x. How would it come across in a way to really reach them?” … rather than thinking about what we want to say about ourselves.

Being decisive and slightly hyperactive, I used to jump right into problem solving mode. Now, I sit for a while with all the information. Kind of meditate on it, chew on it a bit and then I go with my gut is telling me and the creative process unfolds. When uncertainty arises,  digging deeper, getting to the real purpose provides clarity. When I feel stuck, I consult with my team and my clients, and get their ideas. Question everything!

What are the rituals or routines that are part of your process?

Coffee and a healthy breakfast always precedes any productive work for me. 

I have to move a lot to feel normal and healthy. I ride my bicycle everywhere, all year. I dance, train, run, practice yoga daily. With my daily yoga and meditation practice, I tend to break it up into shorter practices throughout the day and night to build in breaks for the mind and get the circulation flowing again. 

I need to have a working space with plenty of light. Moving locales helps. 

The hardest thing for me is working alone at home. So checking in with colleagues, contacts, having actual contact with real people is essential for me to produce quality work.