A story of redefining success
Plot Twist Award Winner: Willow Paule; The art of pivoting with purpose
WINNER: THE HIDDEN GEM AWARD CATEGORY
A hidden gem capturing the real stories
When me and launched the Plot Twist Awards, we wanted to highlight not just the messy middles but also the real stories of how we run businesses. None of this nonsense around “I run my business from my mobile whilst sipping cocktails from my beach swing in Bali” bollocks. We wanted to hear from real women doing real things who are ready to rise up and celebrate their very real achievements. Women who have navigated the shitshows, the downturns, the backward steps and all the pivots with grit, determination and an inner strength that is rarely shouted from the rafters. We’re here to celebrate these amazing women and one such wonder woman is Willow Paule - enjoy her story; may it inspire you and help you celebrate you.
While the boss babes boast, content specialist Willow Paule has been quietly crafting a more nuanced success story. Born into an entrepreneurial family, she's zigzagged through a career built on authentic connection rather than hashtag strategies.
"My parents were creative entrepreneurs, and owned a clothing business when I was a kid. This set the stage for me to also become a creative entrepreneur. I can't thank them enough for valuing spaces that had diverse people and freethinkers and exposing me to different experiences, cultures and ideas."
Unlike the polished narratives flooding social media, Willow’s journey has been refreshingly real - full of "straight" jobs interspersed with side hustles that eventually revealed her true calling.
Her first plot twist came after art school, when she launched a photography business capturing milestone moments like weddings, quinceañeras and baby showers. But something unexpected happened behind the lens - she found herself craving deeper connections with her subjects. As a result, she started focusing on longer-term documentary projects.
Moving overseas triggered another reinvention.
Researching online work options, she discovered a surprising continuity between her documentary photography and helping entrepreneurs tell their stories online.
"I started as a virtual assistant (coupled with some English teaching) in 2018. I discovered that I was best at helping entrepreneurs get more visible online and connect with soulmate clients. I felt like there was a through line between getting to know the people I had photographed in my documentary work, and the way I was able to get to know my clients to really help them tell their stories."
When life throws curveballs
Just when her business found its rhythm, personal chaos struck right before the pandemic. Then came the plot twist that would redefine everything - a seemingly mild illness with lingering consequences.
"In 2021, I got what seemed like a mild case of Covid, but the aftermath has been tough. I developed a lot of longterm symptoms that have changed how my body functions. I had to lean into repurposing and other time-saving strategies to keep things going."
Meanwhile, her business faced its own pandemic-era challenges, with leads drying up and sales conversations becoming increasingly hesitant.
"My business changed, too. Leads weren't coming in with a straightforward process. Potential clients would get on sales calls with me and say at the outset that they were enquiring for later. Everything felt stilted and difficult."
Redefining success on her own terms
With patience, Willow turned things round. Today, she’s building a business that accommodates her health while still letting her thrive independently - a far cry from both corporate rigidity and the unrealistic "laptop lifestyle" portrayed online.
"To say I've got it all figured out now would be a lie. But I am proud of making it this far. I don't have anyone else supporting me financially, and I pay for everything I need to live. I’ve designed a business that fits my lifestyle at the moment."
Her current chapter isn't about reaching some arbitrary revenue goal - it's about creating work that serves her life, not the other way around.
"In my forties, I'm still just navigating everything life has thrown at me and I'm still working on making my dreams reality. But making seven figures is just not one of them. Freedom, health, balance and my relationships are more important to me."
Her refreshing take on entrepreneurship reminds us that the most powerful businesses aren't always the loudest - sometimes they're the ones built around genuine human connection, adaptability and values that actually stick when life gets real.