Since then, Hoeke has established herself as a leading columnist for outlets like De Volkskrant. Her distinctive voice, characterized by a blend of humor, personal insight, and social critique, has earned her a loyal following. Beyond her solo achievements, Hoeke is part of a dynamic duo with husband Marcel van Roosmalen, a prominent journalist and satirist. Together, they also bring their unique perspectives and humor to the stage, sharing engaging anecdotes and reflections that offer audiences an intimate look at their lives and careers. We sat down with Hoeke to discuss her career and how creativity has helped her face challenges and professional setbacks.&nbsp;<blockquote><h1>“I learned that while creativity is essential, you also have to figure out how to make a living.”</h1></blockquote>&nbsp;Let’s go back to the source: your family. Did you grow up in a creative environment?EH: “My father [Ed. Rob Hoeke] was a boogie-woogie and blues pianist who performed in bars across the country. He taught me that creativity could be a guiding force in life, but he didn’t emphasize material success. My father even had a disdain for money, often telling us that life was all about people, not profits. My mother, however, came from a family of gardeners who commercialized their skills. That mix of pure artistry and entrepreneurial mindset gave me a balanced perspective. I learned that while creativity is essential, you also have to figure out how to make a living.”

What were you like as a child? Did you have any creative outlets?EH: “I was always creating, whether it was drawing, listening to music, or making magazines. One of my favorite memories is producing a satirical women’s magazine with my cousin. We mocked the extravagant makeovers and the caricature-like personas of editors. It was a way to express ourselves and critique societal norms in a playful manner.I also remember charging people 10 cents to visit the little ‘museum’ I had created in my bedroom. To me, creativity was play, but there was always a pragmatic side to it. It was a way to explore the world.”&nbsp;<blockquote><h1>"Writing can be a solitary, often contemplative process. It often brings out a certain melancholic tone."</h1></blockquote>&nbsp;What motivated your choice to study journalism?EH: “I wasn’t entirely sure what I wanted to do. After finishing high school, I considered fields like history or social work. In the end, I followed my best friend, who had decided to study journalism. But I didn’t get in at first and spent a year working odd jobs. Looking back, I didn’t have a clear plan—it was more about exploring options and figuring out what felt right.As a child I loved observing people and creating what in hindsight I’d call satirical content. Those elements definitely carried over into my journalism and columns. Humor and observation are still my primary tools. I enjoy digging into societal trends, finding the absurdities, and presenting them in a way that makes people think and laugh.”

What is your creative process like as a columnist?EH: “Writing can be a solitary, often contemplative process. It often brings out a certain melancholic tone, even if that doesn’t fully reflect my personality. I have to be mindful not to overindulge in that mood because I’m not just about falling leaves, red wine and Nick Cave records. Life is dynamic — sometimes it’s Spring, and sometimes it’s Fall — and in my writing I need to capture that balance.”&nbsp;Do you always have ideas for your columns?EH: “Not always! Like any writer, there are days when I sit behind the computer and think, Now what? It’s natural to hit a creative wall. But I’ve learned to rely on experience to get me through those moments. Sometimes it’s about observing the world around you and finding inspiration in the smallest details.”&nbsp;You’ve decided to pay it forward and teach others, at your kitchen table, to learn how to write. What do you aim to teach?EH: “My workshops focus on the power of words — how small adjustments in tone or phrasing can completely shift the impact of a message. This applies to writing columns, but also to everyday communication. My goal is to help people articulate their thoughts clearly and effectively, whether they’re crafting an article or addressing a personal conflict.”

<blockquote><h1>"When you're knocked down, you learn to get back up — stronger and with a better understanding of your own boundaries.”</h1></blockquote>&nbsp;Speaking of conflict: how did you handle pushback after being fired early in your career?EH: “It was a tough experience and a major blow to my confidence. The public criticism was overwhelming, and I felt very isolated at the time. I went through a period of doubt and second-guessing myself. But I realized that setbacks like these can also be transformative. They force you to confront your vulnerabilities and find strength within yourself. Over time, I rebuilt my career, starting fresh as a freelance columnist, and I’m stronger for it.”&nbsp;We spoke to other creatives, including Erik Kessels, who at some point in their career have met with public scrutiny of their work. How has that experience effect your create process? If at all?EH: There was a time when public criticism, particularly on social media, was overwhelming. It made me cautious in my creative process, which I regret. But those experiences taught me resilience. When you're knocked down, you learn to get back up —stronger and with a better understanding of your own boundaries.”&nbsp;Has becoming a parent also influenced your perspective?EH: “Parenthood changes everything. It alters your perspective on problems, your sense of responsibility, and even your creative output. Raising children also emphasizes the importance of communication. I firmly believe that language is a tool not just for self-expression but for fostering understanding, whether with your family or the world.”&nbsp;<blockquote><h1>“My workshops focus on the power of words — how small adjustments in tone or phrasing can completely shift the impact of a message.”</h1></blockquote>

<blockquote><h1>"Don’t aim for perfection right away. Writing is a process, and mistakes are part of it."</h1></blockquote>&nbsp;Your husband, Marcel, is also a writer and columnists and you both write about your lives together: does that ever influence your relationship or the family dynamic?EH: “It’s definitely a juggling act! We both draw from our lives for inspiration, so there’s sometimes a playful negotiation over who gets to write about a shared experience. But it’s also rewarding. We understand each other’s creative process and the ups and downs that come with it. There’s a shared empathy for deadlines, writer’s block, and the vulnerability of putting your thoughts out into the world.”&nbsp;In recent years, your husband has become something of a media darling. How has that shaped your relationship?EH: “It’s been a unique journey. Early on in our relationship, I was the one with a more public presence, while Marcel was quietly honing his craft, working tirelessly in his small attic office. Success came later for him, and I couldn’t be prouder. Watching his talent finally get the recognition it deserves has been wonderful. But fame doesn’t define our dynamic — it’s our mutual respect for each other’s work and the ability to celebrate each other’s wins that matter most.”&nbsp;Finally, what advice would you give to aspiring writers?EV: “Don’t aim for perfection right away. Writing is a process, and mistakes are part of it. Learn to find joy in experimenting and revising. Also, stay curious — about people, about the world, and about yourself. That curiosity will fuel your creativity and keep you inspired.”&nbsp;<blockquote><h1>“Stay curious — about people, about the world, and about yourself. That curiosity will fuel your creativity and keep you inspired.”</h1></blockquote>

In yet another career-changing move, Eva Hoeke has started publishing her columns directly on her platform. This decision allows her to maintain creative independence while offering fresh content and insights outside of traditional media outlets. Explore her latest work <a href="https://petjeaf.com/evahoeke">here</a>.

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Dutch journalist Eva Hoeke is known for her sharp wit, candid commentary, and an uncanny ability to navigate the highs and lows of a career in the media spotlights. She first rose to fame as editor-in-chief of the lifestyle magazine Jackie. Her tenure there became a pivotal moment when she was forces to resign in 2011 following a controversy over a racially insensitive remark about pop icon Rihanna. Demonstrating accountability and resilience, Hoeke turned the experience into an opportunity to refocus her career.

 JOURNALIST EVA HOEKE ON CREATIVITY, CAREER INSIGHTS, AND RESILIENCE

<blockquote><h1>“It doesn't matter if I'm writing a book, producing a TV show, or creating a podcast—the journey is always similar and starts from nothing.”</h1></blockquote>&nbsp;What is your definition of creativity?LB: "Creativity is like embarking on an exploration within. What fascinates me the most is diving into the unknown. Almost every idea I pursue turns into a quest for simplicity, a journey toward distilling everything down to its essence. You might not know exactly how to get there, but you have to navigate through a myriad of options until everything clicks into place. And when it does, that moment of clarity where everything works together perfectly? That's golden.&nbsp;

It doesn't matter if I'm writing a book, producing a TV show, or creating a podcast—the journey is always similar and starts from nothing. I truly love that, but I've noticed over the years that not everyone is cut out for this. Some thrive when they have some starting blocks to build upon. But to start with nothing and lay down the building blocks from scratch? That's a different ball game that not everyone is eager or willing to play."

Where does that unwillingness come from?LB: "I'm not entirely sure. I think it comes down to a dislike for discomfort and change. When you start a creative project, you're essentially beginning with nothing, and you have no idea where it will end up. You must trust this gut feeling and dive into the unknown, which isn't comfortable. It's a process filled with uncertainties, potential mistakes, and no guarantees. The process can be enjoyable but does not get easier over time. You have to go through this process repeatedly with every new project you embark on. It's the uncertainty and the inherent discomfort of creativity that I think deter a lot of people."&nbsp;<blockquote><h1>“It's the uncertainty and the inherent discomfort of creativity that I think deter a lot of people.”</h1></blockquote>&nbsp;Speaking of discomfort, you made quite the career switch. You went from being a very independent creative to heading a whole department of creatives at a broadcasting agency. How do you foster a creative and supportive environment in your current role? LB: "You need space to be creative. An environment that's all about churning out content or products can stifle that creativity. It's essential to carve out a space where creativity can thrive, even within structured systems. It's about creating momentum while also allowing room for the creative process to unfold naturally. My approach involves flexibility. For instance, with new projects, I prefer setting up a structure where we can explore ideas without the immediate pressure of deadlines. This allows for creativity to flow more freely and means that we can fail without significant consequences early on in the process. &nbsp;<blockquote><h1>“It's my job to foster an environment where creativity is valued and nurtured.”</h1></blockquote>&nbsp;My work experiences have taught me the importance of a space where you can freely explore and create. I've been fortunate to have that in my career, and I aim to pass that on. Whether it's a creative industry or any other field, the principle remains the same. Innovation comes from giving people the room to experiment, fail, and learn. Creativity flourishes in an environment with room to explore and make mistakes. And it's my job to foster an environment where creativity is valued and nurtured."

How much creative freedom do you attribute to luck versus personal choices?LB: "Well<span style="background-color:rgb(255,255,255);color:rgb(13,13,13);font-family:Söhne, ui-sans-serif, system-ui, -apple-system, &quot;Segoe UI&quot;, Roboto, Ubuntu, Cantarell, &quot;Noto Sans&quot;, sans-serif, &quot;Helvetica Neue&quot;, Arial, &quot;Apple Color Emoji&quot;, &quot;Segoe UI Emoji&quot;, &quot;Segoe UI Symbol&quot;, &quot;Noto Color Emoji&quot;;">, you need a certain amount of luck to find yourself in a setting where creativity can flourish, but once you're there, your decisions can certainly shape things. I've declined certain opportunities to maintain my focus on writing, choosing positions that offered freedom over prestige. Structuring your life around your passions involves intentional decision-making rather than passively accepting opportunities. Opting for a day job as a safety net allowed me to pursue creative projects without financial pressure." When are you most creative?LB: "Mornings are my prime time, especially in the quiet moments when I'm still in bed. That's when my thoughts flow most freely, and I can clearly visualize my work. I always keep pen and paper close by to capture any fleeting ideas." &nbsp;<blockquote><h1>“Accepting the ebb and flow of creativity helps to manage expectations and prevent frustration.”</h1></blockquote>&nbsp;Do you follow any rituals to stay in the creative zone? LB: "Adhering to a specific routine is crucial, but so is carving out uninterrupted time. Deep concentration periods are essential: I need time when I'm free from meetings or other distractions. Creativity demands dedicated time, and it cannot be forced into the gaps between tasks. Planning for undisturbed periods, whether by rising early or setting boundaries, is critical.&nbsp;Accepting the ebb and flow of creativity helps to manage expectations and prevent frustration. I have also learned that a wholly scheduled life is a major creativity killer. I need time to think and write simultaneously, as writing helps clarify my thoughts. Interruptions, especially from people around me, pull me out of deep concentration, which is killing for my creative process. But working in a lively café where no one disturbs me can be perfectly fine, as long as I can stay in my bubble."&nbsp;

How much time do you spend in that bubble when you're writing a book? &nbsp;LB: "Fiction is mystical. Writing fiction feels like I'm tapping into something beyond my control. The characters and storylines just come to me. The funny thing is that you can't force these things; you can only create conditions that make it more likely to foster them. It's like love in that sense. You can't guarantee meeting someone, but you can increase the chances of it happening.&nbsp;It’s an incredibly elusive process. And sometimes, it feels almost like a condition to me—a kind of socially accepted deviation. When you think about it, it's wild. I'm an adult woman fantasizing about imaginary friends, laughing at my own jokes, imagining a whole story unfolding in my head, and putting that in writing. It is truly wild.”

Lisa Boersen (born 1975) heads the youth department at Dutch broadcaster NTR. She is the author of several popular children's books including “Jani Kekke and the Blue Daydreamer” and the successful series "Timo and the Ninja Babysitter." Her most recent book (2022) is for adults, and it is titled: "García Márquez and the Honeymoon Quiz - How Stories Shape Us."

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<a href="http://www.lisaboersen.nl/">Lisa Boersen</a> (LB) is a storyteller at heart, weaving narratives that resonate with audiences both young and old. With a solid foundation in cultural anthropology and literature, she has made significant contributions to Amsterdam's cultural scene, creating innovative art and socially impactful programs for esteemed institutions like De Balie and <a href="https://tioc.nl/profile/paperdoll?id=24">Paradiso</a>. Lisa has authored several top-rated children's books. Currently, she serves as the head of the youth department at the Dutch broadcaster NTR—a conversation about storytelling, fostering a creativity-rich environment, and the socially acceptable ‘condition’ of writing fiction.

Creative Writing

JOURNALIST EVA HOEKE ON CREATIVITY, CAREER INSIGHTS, AND RESILIENCE

LISA BOERSEN: STORYTELLER, CULTURAL INNOVATOR & CHILDREN'S AUTHOR

Creative Writing

JOURNALIST EVA HOEKE ON CREATIVITY, CAREER INSIGHTS, AND RESILIENCE

LISA BOERSEN: STORYTELLER, CULTURAL INNOVATOR & CHILDREN'S AUTHOR

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