EDITOR’S LETTER
Empowering Change Through Artful Innovation!
earReaders,
Thebusinessworldin2025looksmarkedlydifferentfromevenadecadeago.Markets areevolvingatlightningspeed,technologycontinuestoreshapeindustries,and sustainabilityisnolongeroptional—itisexpected.Butamidtheseseismicshifts,oneof themosttransformativechangesistheriseofwomenleaderswhoarenotonlydrivinginnovationbut alsoredefiningleadershipitself.Theirstoriesarenotconfinedtotheboardroom;theystretchinto communities,industries,andculturalspaces,offeringnewperspectivesonresilience,empathy,and creativityasenginesofbusinesssuccess.
Thisedition,ArtsInnovators:TopBusinessWomenLeaders,2025,celebratesthesevisionarieswho embodybothboldenterpriseandartisticspirit.Theyshowthatleadershiptodayisnotsimplyabout operationalefficiencyorprofitmargins,butaboutinspiringchangethroughimagination,courage,and purpose.
Attheheartofthisissueliesourcoverstory:AlisonCeceliaBramwell,FounderofTherapy ThroughTheatreLtd.ThestoryofAlisonandhercompanyisapowerfultestamenttotheideathat“it isnevertoolatetorewriteyourownscript.”Itisastoryabouthowcreativitycanbealifelineoutof thewreckageoftrauma,andhowonewoman’sjourneytofindherownvoicehasempoweredcountless otherstodiscovertheirs,provingthatsometimesthemostprofoundartisbornfromthemostdifficult lives.Alison’sworkstandsasamovingexampleofhowartistryandenterprisecanfusetocreatenot justabusiness,butamission.
AlongsideAlison,thiseditionhighlightsotherexceptionalleaderswhosecareersilluminatethe boundlesspotentialofwomeninbusiness:Dr.ColleenGeorges,DanielaJurado,CoachMoFaul, andAmberDaines.Eachprofiledemonstratesadifferentdimensionofinnovation—fromcoaching andcommunicationtotechnologyandstrategy—allunifiedbythecommonthreadofresilienceand vision.
Asyouexplorethesestories,weinviteyoutoseeleadershipnotonlyasanactofmanagementbutalso asanartform—shapingindustries,inspiringpeople,andtransforminglives.
HappyReading!
PARAG AHIRE project editor
PUBLISHER
ARCHANA
EDITOR-IN-CHIEF
VIKRAM
MANAGING
PANKAJ
PROJECT
Mirror Review Media & Tech
GRAPHIC
HARSHADA
Alison Cecelia Bramwell 10
Cover Story
Cover Story
Alison Cecelia BRAMWELL
The 50-Year-Old Fresher Who Started a Revolution
Thecarispulledoverinalay-byontheA38,themainartery connectingtheEnglishMidlands,aribbonofasphalthumming withthejourneysofathousandotherlives.Inside,a50-year-old womannamed isonthephone,systematically Alison Cecelia Bramwell detonatingthelifeshehasknown.Withasteadyvoicethatbeliestheseismic shiftoccurringwithinher,sheinformsherfamilythatsheisnotjustleaving fortheday;sheisleavingforgood.Shehaspackedwhatsheneedsintoher car,avesselforafuturesheisjustnowdaringtoclaim.Sheisonherwayto anewcity,anewhomeinauniversity'shallsofresidence,andanew vocationshehasdreamedofsinceshewasalittlegirlplayingmake-believe. Sheis,inherownwords, Andshehasnever, “breakingoutofDodgeCity.” notforonesecond,lookedback.
Thiscinematicmomentwasnotanactofspontaneousmadness.Itwasthe culminationofalifetimeofquietendurance,thefinal,decisiveactina long-simmeringrebellionagainstalifethatnolongerfit.Itwasthebeginning ofaradicalreinventionthatwouldseehertransformfromasuccessful butunfulfilledbusinesswomantrappedinanunhappymarriageintoa university-educatedtheatreartist,aninnovator,adirector,and,most unexpectedly,ahealer
Thestoryof andhercompany, AlisonCeceliaBramwell TherapyThrough TheatreLtd it is never too late to ,isapowerfultestamenttotheideathat“ rewrite your own script.”Itisastoryabouthowcreativitycanbealifeline outofthewreckageoftrauma,andhowonewoman’sjourneytofindherown voicehasempoweredcountlessotherstodiscovertheirs,provingthat sometimesthemostprofoundartisbornfromthemostdifficultlives.
TheUnfulfillingPrize
Foryears,AlisonBramwelllivedalife that,fromtheoutside,lookedlikea success.Sheranaprosperousbusiness intheservicesector,aworldofledgers andlogistics.Themonetaryrewards weregreat,sheadmits,butitwasnot herpassion.Herheartwaselsewhere. Ithadbeensinceshewassevenyears old,standinginaclassroom,when aperformanceshegaveearnedhera spontaneous,thunderousroundof applausefromherentireclass.That feeling—ofconnection,ofexpression, ofbeingtrulyseen—lodgeditselfdeep inhersoul,apersistentemberthat wouldglowfordecades,evenwhen buriedundertheashesofalifethat tookadifferentturn.
Life,asitoftendoes,intervened. Alisonsufferedsignificanttraumaas achild,includingtheprofoundlossof herfatherwhenshewasjust11,agrief soimmensesheblockeditfromher mindforyears,asthemindoftendoes withsuchwounds.Thisearlypain,she believes,ledhertomakethemistake ofchoosingadifficultlifepartner, settingheronapathofstruggle. “I had suffered trauma as a child which is why I believe I made the mistake of choosing a difficult—for me—life partner,” shereflects.
Alisonattemptedadegreeat21, butwithaone-year-olddaughteranda subjectthatfailedtoigniteherpassion, itwasastruggle.Shepassedthefirst yearandputthedreamonhold, makingapromisetoherselfthatshe wouldonedayreturn.Formostofher life,shechanneledherenergyinto business.Allthewhile,shekeptafoot inthedoorofthecreativeworld,doing backgroundextraworkforfilmsand television,brushingshoulderswith celebrities,andkeepingthatchildhood emberfrombeingextinguished completely
Thebreakingpointcameinaperfect stormofmidlifecrisis,a convergenceofeventsthathollowed outtheidentityAlisonhadbuilt. Adifficultmenopause,herchildren leavinghome,thedeathofher beloveddogs,andthestark, unavoidablerealizationthatshe couldnolongerremaininan unhappymarriage.Itwasthenthat DerbyUniversityappearedlikea “hand from the sky,” “exciting an escape” toanewcityandanewlife. Alisonhadbeentryingtoaudition forstraightactingcourses,butthe cognitivefogofpost-menopause madememorizinglongmonologues achallenge.Derby’s “meaty theatre course,” asshecallsit,requireda moreholisticauditionday,aprocess thatfeltlikea “blessing from God.” Thefearofregretonherdeathbed, shedecided,wasfargreaterthanthe fearofleavingafalsesenseof security.Timewasticking.
The50-Year-OldFresher
Alison’suniversityexperiencewasa full-immersiondiveintohernew life.Shedidn’tjustcommute;she livedinthehallsofresidence,a 50-year-oldwomansurroundedby teenagersfreshoutofhighschool. Theexperiencewasnotwithoutits challenges.BeforeDerby,whileon apart-timeactingcourseatthe prestigiousBirmingham Conservatoire,shewastheonly seniorinaclassofhundredsof applicants,mostly16-to 18-year-olds. “I know many of the youngsters didn’t feel comfortable with the presence of a ‘Granny’in a group,” “and I often Alisonrecalls, spent breaks on my own.”
EvenatDerby,oneparentwas incensedtofindhersharinga communalflatwiththeirchild.But Alisonneverletitdeterher
Cover Story
“To me, the issue was theirs not mine,” shesays. “Age in my own psyche has never been a barrier apart from physical changes.” Shefoundallies,likeayoung manwithadisabilityattheConservatoire named Thomas,whofounditeasiertotalk tosomeonemoremature.Theyhavebeen friendseversince,oftencomparingnoteson showstheyhaveseen.AtDerby,sheearned therespectofheryoungerpeersthroughher rawtalentandfiercededication,eventually becominganacceptedandadmiredmember ofthecohort.
Alisondidn’tjustattenduniversity;she embracedeveryfacetofit.Shebecamethe TreasurerandPresidentoftheMature StudentsSocietyfortheentiredurationof herdegreeandservedasastudent representativeinherfirstyear.Shepushed boundaries,successfullypetitioningher tutortobecometheveryfirstTheatreArts studentfromheruniversitytodoan exchange,studyingat Windsor University in Canada andpavingthewayforfuture students.Sheevencompletedthe university’sFuture’sAward,achieving Bronze,Silver,andGoldlevels.Shewasnot justlearning;shewasleading.
Thecourseitselfwasarevelation,asource ofprofoundpersonalandcreativeliberation.
“Our very first task at university was to go to the local supermarket and behave as a child,” Alisonremembers. “Instantly I knew that not only had I chosen the right course but that it would be hugely beneficial to me, especially my confidence which was low when I started my studies.” Alisondidthe task,andtoheramazement,noonetookany noticeatall.Thesesortsofexercisesbegan togiveherafeelingoffreedom,a permissiontoletgo.Shelearneditwas okaytosaysomethingdaft,tonotworry aboutbeingrandom,aslongasnoonewas hurt.Shelearnedfromherprofessor, Dr.PhilGreen,thatit’sokaytoabandona projectandstartoverifitisn’tworking. Itwasinthisenvironmentofcreative elasticitythatherconfidence,onceso fragile,begantoblossom.
Cover Story
Whatever your age the impossible is possible - you just need to take the plunge!
TheGospelofCreativity
ThetrueturningpointinAlison’sjourneycame duringherMaster’sinAppliedTheatreand Education,apathshewasinvitedontobyher mentor,the“fabulous”AssociateProfessor Dr.AvaHunt “She saw something in me,” Alison sayswithdeepgratitude. "She promoted me in life and invited me to the Masters… when I didn’t even have the exact grade and it quite literally changed my life and gave me a ticket and platform to instigate this amazing journey.”
Appliedtheatre,Alisonexplains,isabouttaking theatreoutintothecommunity.Herfirsttaskwas workingwithagroupofnewlyarrivedrefugee children. “We played keepeeupee and fruit salad,” shesays, “and afterwards the children skipped home.” Thoughtheydidn’tsharealanguage,they sharedtheuniversallanguageofplayandfun. ShewasinspiredbyDr.Hunt’sownwork,taking appliedtheatreintowarzonesinPalestine,giving childrenamomenttosimplybechildren.
ItwasthroughtheseexperiencesthatAlisoncame toaprofoundrealization:theatreisapowerful toolforhealing,aconstructivealternativeto turningto“food,drugs,smokingoralcoholasa pacifier.”Thisbecamethefoundingprincipleof hercompany,TherapyThroughTheatreLtd (TTT).Theworkshedoesistwofold.She producesanddirectsplaysbasedonthe biographiesof “very special lives,” andsheruns workshopsforcommunitiesandindividualswho haveexperiencedtrauma.
Alison’sworkshopsarefunandupbeat,usinga wonderfulboxofprops,especiallywhenworking withautisticchildren,tohelppeopletapintotheir owncreativityandrediscovertheirconfidence. Herowntransformationistheultimateproofof concept. “At the start of my creative journey I could hardly stand on the stage,” sheadmits.
“By the end of my Masters I was at the front of the stage of a 500 capacity theatre giving it my all and achieving a standing ovation.” This,she believes,isbecause “trauma survivors make the best creatives as we have all of that emotion to draw on.” WhenAlisonsawtheimpactherwork hadonawomanwithmentalhealthdifficulties, whotoldhershehadstoppedusinghersupport workerafteraTTTsession,sheknewshewason therightpath.
The
CommunityistheCast
AttheheartofallofAlison’sworkisadeep beliefincollaborationandcommunity “I think especially in this day and age - post Covid - an IT fuelled society - we have lost such a sense of community,” shelaments.Forher,theatreisthe antidote,arealformof“soulnourishment.”
Alison’scurrentproject,aplaytitled “AnAyleshamBoy,”isapowerfulcasestudyof thisphilosophyinaction.Theoriginstoryisitself apieceoftheatre.Whilehomelessanddisplaced inthetownofDover,acreativefriendwas makingherhomemadesoupanddroppeda journalonherlap.Itwasthebiographyofa remarkablemannamedJohnQuinn.Thatjournal isnowafull-scaletheatricalproduction,setto launchatMaisonDieu,Dover’soldesthistorical building,datingbackto1205,whichhasbeen recentlyrenovated.
TheproductionisatributetoDoveranda launchpadforlocaltalent.Alisonisnotjust directing;sheisplayingtheleadfemaleroleof ZillaQuinn.ShehascastayoungJamaican actor,DonovanMakirFigaro,inhisfirstreal debut.SheischampioningAngelikaCiesielska, thetalentedConductressoftheDoverYouth Orchestra,whoisarrangingtheclassical accompaniment.Andsheisenabling ChristopherBurke,at82yearsold,tolaunch hiscareerasanaccomplishedplaywright.
Thecommunityisbuzzingwithexcitement; eventhelocalcouncilisemailingAlisonto checkontheplay’sprogress.Sheishoping thatStuartAllen,theExecutiveProducerat DerbyTheatre,whereshetrainedandwhose CreativeDirector,SarahBrigham,isafriend, willseetheshowandconsidertakingitnorth totheirnearly500-seatvenue.Herambition isboundless.Thenextplayisherownstory, “Ascension,” whichdealswithherjourney offindingempowermentthroughcreativityto prosecuteagainstcrimescommittedagainst herinherlateryears. “I am ambitious,” Alisondeclares. “I shall take them all the way.” Hermodelisclear: create fresh, original work from scratch, bring communities together, and make it accessible to everyone with “cheap as chips tickets” for pensioners and those on a budget.
TheUnconventionalHealer
Alisonispassionateaboutworkingwith peoplewhohavefacedadversity,butsheis alsoclearaboutherrole. “I am not a trained counselor,” shestates, “so I do try to avoid becoming too involved with the processing and accepting of trauma.” Instead,she shareswhatworkedforher,offersabroad shouldertoleanon,anduseshumorand knowledgeasherprimarytoolsfor empowerment.“Communicationand ConnectionisKEY,”shesays.
Herlifestyleisareflectionofherall-in commitmenttohermission.Asshenolonger haspersonalresponsibilitiesathome—“I wouldn’t even consider a plant at the moment” afterdoing20yearsoffamily time—shededicatesmostofhertimetoher work.Butitisnotachore. “I love life, I love every day,” Alisonsays.Herbusiness backgroundhasgivenheranedge,an “almost business ambition” thatsheapplies tohercreativeprojects.Alisonworks remotely,oftentakingacheapferrytoCalais toworkinthesun,cuttingbackonall unnecessaryexpensestofundthe“joiede vivre”shehasfound.Shehasrecently engagedaPA,recognizingthatdelegationis keytomanagingherever-expandingvision.
Alisonisawomanwhothrivesonvisualsandperformance, admittingshedoesn’tliketoreadbooks—theonlyoneshe’s readcovertocoveris Warhorse—andthatacomputerusedto “absolutely scare” her.Butshelearnedthetechnologyshe neededtoearnherdegrees,keepingthetechhelplineonspeed dial.Sheisawomanofdeepfaith,whofindsjoyincloud gazing,music,and “free dance.”
Alisonis,byherownaccount,58yearsold,looks30,takesno prescribedmedication,andisatherabsolutepeak.Herlife’s journeyhasbeenalongandarduousclimb,butshehas reachedthesummit.Hermessagetotheworldisajoyful, emphaticinvitation. “Bliss and happiness is achievable,” shedeclares. “I suffered many years in my trauma - the beautiful feeling of where I am now - I would not swap for the world… whatever your age the impossible is possible - you just need to take the plunge! And believe me the water is beautiful and warm!”
Amber Daines
AmberDaines,founderandCEOofBespoke Co.,hasbuilthercareeronafoundationof leadership,communication,andadaptability As akeyfigureinthepublicrelationsindustry,shehas demonstratedanabilitytonotonlyleadbutalsotoreshape howbusinessesandindividualsnavigatetheoftencomplex worldofcommunication.Dainesismorethanabusiness leader;sheisaproblemsolver,astrategist,andamentor, whoconsistentlypushesherteamandherselftogrowand innovate.
Herroleasaleadercomeswithavarietyofchallenges, particularlyinthefast-pacedandever-evolving communicationindustry Yet,Daineshasconsistently turnedobstaclesintoopportunities,steeringhercompany throughbothgrowthandtransformation.Asthepublic relationslandscapehasshifteddramaticallywiththeriseof digitalmedia,Daineshasstayedaheadofthecurve, adaptinghercompany’sstrategiestomeetthedemandsofa changingworldwhilemaintainingafocusoncore communicationprinciples.
NavigatingtheChallengesofLeadership
Leadership,forDaines,isaboutbalancingamultitudeof responsibilities.Shemanagesaremoteteamacross multiplecountries,handlesclientneeds,anddrives innovationwithintheindustry.HerworkatBespokeCo. involvesnotjustmanagingday-to-dayoperationsbutalso preparingforthefuture.Daineshasalwaysbeenquickto recognizeemergingtrendsinmediaandpublicrelations, adjustingherstrategiestokeepBespokeCo.competitive andrelevant.
Runningaremoteteam,forexample,hasrequiredDaines torefineherleadershipstyle.Sheemphasizesclear communicationandaccountability,ensuringthateach memberofherteamunderstandstheirroleandhowtheir workcontributestothecompany’sbroadergoals.This approachhashelpedherbuildahighlymotivatedand efficientteam,capableofdeliveringresultsacrossdiverse projects.
Dainesalsofacesthechallengeofmaintainingstrongclient relationshipsinanindustrythatisincreasinglydominated bydigitalinteractions.Whiletheriseofsocialmediaand onlineplatformshastransformedthewaybusinesses communicate,Dainesbelievesthatpersonalrelationships andtrustremainessential.Thisbalancebetweenembracing newtechnologiesandmaintainingpersonalconnectionsis oneofthecoretenetsofherleadershipphilosophy
DrivingInnovationinPublicRelations
InnovationhasbeenakeydriverofBespokeCo.’ssuccess. UnderDaines’sleadership,thecompanyhascontinuously evolvedtomeetthedemandsofanindustryinflux.Earlyon, Dainesrecognizedtheimportanceofintegratingdigitalmedia intoherPRstrategies,ensuringthatherclients’messages reachtheirintendedaudiencesthroughbothtraditionaland modernchannels.
Daineshastakenahands-onapproachtothisevolution.She hasledherteamindevelopingcomprehensivemedia strategiesthatblendthebestoftraditionalanddigital communication.ThisapproachhasallowedBespokeCo.to carveoutanicheinacrowdedmarketplace,offeringclientsa uniquecombinationofdeepindustryexpertiseandcuttingedgetactics.
Oneofhermostsignificantachievementshasbeenthe developmentofBespokeCo.’spodcastingandmediatraining services.Daineshasbeenattheforefrontofhelpingleaders andbusinessesmastertheartofcommunicationinadigital world.Throughhermediatrainingprograms,shehasworked withover6,000leaders,teachingthemhowtoeffectively managemediainterviews,fromcrisissituationstoproduct launches.
Herfocusonpodcasting,inparticular,hasproventobea game-changer.Sincelaunchingherownpodcast, The Politics of Everything,Daineshasgrowntheshowtoanimpressive fourmilliondownloads.Thissuccesshasnotonlyexpanded herownbrandbutalsodemonstratedthepowerofpodcasting asacommunicationtoolforbusinessesandleaders.
OvercomingSetbacksandLearningfromChallenges
Likemanyentrepreneurs,Daineshasfacedhershareof challenges.IntheearlydaysofBespokeCo.,thecompany struggledtosecurebig-nameclientsandhigh-profile contracts.Thepressuretogrowthebusinesssometimesledto afocusonsalesoverstrategy,alessonthatDainestookto heartassherefinedherapproachtoclientacquisition.
Reflectingontheseearlymissteps,Dainesacknowledgesthat buildingaclientbasealignedwithhercompany’svalueshas beenkeytoitslong-termsuccess.Shehassincefocusedon workingwithclientswhoshareBespokeCo.'scommitmentto purposeful,values-drivencommunication.Thisshifthas allowedthecompanytocultivatedeeper,moremeaningful relationshipswithitsclients,resultinginmoreeffectiveand impactfulcampaigns.
Inadditiontotheseinternalchallenges,Daineshas hadtonavigatetheexternalpressuresofarapidly changingindustry Theriseofdigitalmediaandthe declineoftraditionaloutletshasforcedmanyinthe PRindustrytoreevaluatetheirstrategies.However, Daineshasembracedthesechanges,viewingthemas opportunitiesratherthanobstacles.Bystayingahead oftrendsandcontinuouslylearning,shehas positionedBespokeCo.asaleaderinthefield.
AFocusonEnvironmental,Social,and Governance(ESG)
OneofthemorerecentdevelopmentsatBespokeCo. isthecompany'sincreasedfocusonEnvironmental, Social,andGovernance(ESG)communication. DainesseesESGasnotjustatrendbutacrucial aspectofresponsiblebusinessinthemodernworld.In 2023,sheearnedaMaster’sdegreeinEnvironmental BusinessManagementandSustainability,further solidifyinghercommitmenttothisimportantarea.
BespokeCo.nowworkscloselywithclientsto developandimplementESGstrategies,helpingthem communicatetheirsustainabilityeffortsinawaythat resonateswithstakeholders.Thisfocushasallowed thecompanytotapintoagrowingdemandfor transparent,values-drivencommunication, positioningBespokeCo.asathoughtleaderinthe ESGspace.
Daines'scommitmenttoESGgoesbeyondclient work.Shebelievesthatbusinesseshavea responsibilitytocontributetoamoresustainableand equitableworld,andshehasmadeitapriorityto embedtheseprinciplesintoBespokeCo.'sown operations.Thisincludeseverythingfromminimizing thecompany'senvironmentalfootprinttoensuring thatitsteamreflectsadiverserangeofperspectives andexperiences.
EmpoweringtheNextGenerationofLeaders
MentorshipisanotherkeyaspectofDaines's leadership.Overtheyears,shehasmadeitapriority toshareherknowledgeandexperiencewiththenext generationofpublicrelationsprofessionals.Whether throughformalmentorshipprogramsorinformal guidance,Daineshashelpedcountlessindividuals developtheirskillsandnavigatethecomplexitiesof theindustry
Shehasalsousedherplatformtoadvocateforgreater representationofwomeninleadershiproles.Asafemale entrepreneurinatraditionallymale-dominatedindustry, Dainesunderstandsthechallengesthatwomenfacein breakingthroughbarriersandachievingsuccess.She hasmadeitapersonalmissiontohelpotherwomen succeed,whetherbyofferingmentorship,creating opportunitieswithinhercompany,oradvocatingfor policychangesthatsupportwomeninbusiness.
Herworkinthisareahasearnedhernumerous accolades,includingrecognitionasoneofthemost inspiringwomenleaderstowatchin2023.Whilethese awardsareatestamenttoherachievements,Daines remainsfocusedontheworkahead.Forher,successis notjustaboutpersonalrecognitionbutaboutmakinga lastingimpactontheindustryandthepeoplesheworks with.
TheFutureofBespokeCo.
Lookingahead,Dainesseesevengreateropportunities forBespokeCo.Thecompanycontinuestoexpandits serviceofferings,withaparticularfocusonESG communicationanddigitalmediastrategies.As technologycontinuestoevolve,Dainesiscommittedto stayingattheforefrontoftheindustry,ensuringthather clientshaveaccesstothemosteffectiveandinnovative communicationtoolsavailable.
However,whiletechnologyplaysanimportantrole, Dainesfirmlybelievesthatthehumanelementof communicationwillalwaysbeparamount.Sheviews toolslikeAIasvaluableresourcesbutemphasizesthat theycanneverreplacethecreativity,empathy,and strategicthinkingthathumanbeingsbringtothetable.
Thisbalancebetweenembracingtechnologyand preservingthehumantouchiswhatsetsBespokeCo. apart.UnderDaines'sleadership,thecompanywill continuetoevolve,adapt,andgrow,alwayswithafocus ondeliveringrealresultsforclientsandmakinga positiveimpactontheworld.
SMART WOMEN LEADERS Stay Visible Without Burning Out
You Don’t Have to Be Online to Be On Point
Let’sstarthere:Therealprosdon’tsprinteveryday.Theypacethemselveslikemarathonerswitha warplan.
That’ssomethingmostpeopledon’ttellwomenleadersbuildingapersonalbrand:Visibilitydoesn’t meanvolume.
Somewherebetweenthelatestwebinaron“consistency”andthesocialpostthatsays,“Justshowup daily,”manywomeninbusinessconfuse constant availability with strategic visibility.That confusionisexpensive.Itcostspeace.Itcostshealth.Itburnsoutyourcreativity.
Thegoodnews?Youdon’tneedtochoosebetweengrowthandyournervoussystem.
Youjustneedashield.
YouAretheBrand—ButYou'reAlsotheOperator
Therearetwoversionsofyou:
1.Theonethatshowsuponline.
2.Theonethatrunsthewholeoperationbehindthescenes.
Toomanywomenthinktheirbusinesswillstopiftheirfacedoesn’tappearoneverytimeline.But whenyou’rethestrategist,thecreativedirector,theCEO,andsometimestheassistant…it’snotjust okaytopause—it’sessential.
Let’sbeblunt:Youcan’tbuildabrandworthfollowingifyou’rerunningonfumes.
Thinkofitthisway.Ifyouarethelight,yourvisibilityistheswitch.Youcontrolit—notthe algorithm.Thegoalisnottobe seen allthetime.Thegoalistobe remembered whenitcounts.
AthenaDidn’tPostDaily
TheGreekgoddessAthenadidn’t marchintoeverywar.Shepickedher battles.Shecarriedashield,notjust todefend—buttosignalpower Presencewithoutchaos.
Youdon’tneedtoexplainyour silenceorjustifyyourbreak.If you’reinaseasonwheretheenergy’s low,that’sdata.Useit.Adjust.
Youcanstilllead,stillsell,still inspire—withoutlive-streamingyour entireemotionalcycle.
Infact,alotofpeopletrustyoumore whenyoushowrestraint.
ThePowerPause:AReset,Nota Retreat
There’ssomethingmosthighperformingwomenavoidtalking about:theoff-switch.
Nottheglamoroussabbaticalorthe post-hustleBalitrip.I’mtalking aboutaquietTuesdaywhereyou just…don’tshowup.Nopost.No launch.No“I’llbebacksoon”note.
Youjustpause. Strategically
Likeawomanwhoknowshervalue doesn’tdisappearwhenshelogsoff.
Youknowwhatthatdoes?Itbuilds intrigue.Itcommandsrespect.Andit makesspace—fornewideas,sharper offers,andbetterboundaries.
Don’tFeartheAlgorithm—Train It
Let’sgetpractical.Youdon’thaveto abandonyourbrandtotakea breather Youjustneedtosetitup likeabusiness,notamoodboard.
Founder of Soul Powered Career Coaching
Career Coach Mo Faul
Thedefinitionofprofessionalsuccessischanging. Today’sleadersareexpectedtobemorethanjust strategicandtech-savvy.Theymustalsobe authentic,compassionate,andconnectedtotheirinner selves.Successisnowaboutcreatingrealchange,notjust climbingthecorporateladder Thisnewleadershipdemands bothsharpstrategyandgenuinesoulfulness.
Inthisevolvingworld,“CoachMo”Faul,founderofSoul PoweredCareerCoachinghasemergedasaleaderwho embodiesthisshift.Herjourneyshowsthepowerof vulnerabilityandhowchallengescanbetransformedinto strength.CoachMostates, “Like so many powerful women, I had learned to tuck away my light, intuition, and Soul Power.” HerstoryisaboutreclaimingherSoulPowerand helpingotherwomendothesame.
EarlyFoundations:Care,Compassion,andCorporate Ascent
CoachMoFaul’spathbeganinahospital,notaboardroom. Nursingwasmorethanajob;itwas,asshedescribes, “a profession that deeply aligned with my natural calling as a helper and teacher.” Evenasayoungwoman,shefound joyinguidingothers–teachingchildrentoridebikes,and comfortingpatients.Theseearlyexperiencesinstilledinher compassionandabeliefinhumanpotential.This foundationincareledhertorisethroughtheranksto becomeChiefOperatingOfficerofamajorNational HealthcareCompany
AsCOO,shegainedstrategicskillsandsawfirsthandthe pressureswomenfaceincorporatesettings.Sherecallsher earlycareer, “My journey began in nursing...Early on, I discovered my gift for seeing and nurturing others’ potential.” InherCOOrole,CoachMoexcelled.However, despiteherachievements,shefeltsomethingwasmissing. Sheobservedthatcorporateculturesoftenpushedwomen toconform,dimmingtheirtrueselves.Shefacedgender biasesandrigidexpectations.
Throughthesechallenges,CoachMorealizedthattrue leadershiprequiredauthenticity,evenwhenitwentagainst thenorm.Theseexperiencesfueledherdesiretoempower otherwomentoembracetheirfullpotential.Sherealized,as shelatershared, “I had lost connection to my soul.” Witnessingthestrugglesofwomenincorporateroles solidifiedherpurpose-bringingSoulPowertowomenall.
TheAwakening:BirthofSoulPoweredCareerCoaching
Aturningpointcameduringapersonalhealthcrisis.While recoveringfromadoublemastectomy,CoachMohada powerfulrealization.Sherealizedthatdespiteexternal success,shehadlosttouchwithherinnerself.This moment,bothdifficultandfreeing,sparkedanewdirection. CoachModecidedtoturnherpersonalexperienceintoa mission.
In2014,SoulPoweredCareerCoachingwasborn.Her visionwasclear:tohelpprofessionalwomenfindtheir innerstrength,aligntheircareerswiththeirtrueselves,and becometransformativeleaders.
AsCoachMoexplains, “My vision isn’t just about career advancement – it is about revolutionizing leadership by placing soul aligned, professionally powerful women in positions of influence.” Thisdeeplypersonalexperience becamethecatalystforherimpactfulcareershift.
TheSoulPoweredMethod:IntegratingInnerWorkand OuterSuccess
CoachModevelopedtheSoulPoweredmethodology,a uniqueapproachthatcombinesinnersoulworkwith professionalachievement.Unliketypicalcareercoaching thatfocusesonlyontactics,hermethodguideswomen throughthreekeystages:SoulDefinition,Career Elevation,andLegacyCreation.SoulDefinitionisabout reconnectingwiththeinnertruth.CareerElevationhelps translatethisinnerwisdomintocareersuccess.Legacy Creationfocusesonmakingalastingimpact.
Thiscomprehensivesystem,encompassing“career coaching,leadershipacademy,communicationtraining,and transformativeretreats,”challengestheoldideathat authenticityandsuccesscannotcoexist.CoachMo’swork provesthatleadingfromthesoulcreateslastingchange.Her approach,shesays, “transcends traditional career coaching by integrating soul alignment with professional achievement.” Thisholisticecosystemensures comprehensivetransformation.
To be one’s soul self is to elevate one’s life, and therefore everywhere she goes gets elevated… family, work, and community. Soul power is the way to live our best, true self! “
BreakingBarriers-CalmStrengthintheFace ofConflict
Buildingtheidentityof‘CareerCoachMoFaul’ haditshurdles.Initially,somedoubtedthat“soul” and“success”belongedtogether.Manywomen hadbeentaughttohidetheiruniquequalitiestofit in.
CoachMorecallsadefiningmomentwhereshe hadtobreakbarriers: “One pivotal moment was confronting an angry male CFO who pounded his fist on the table during a contentious meeting. Instead of matching his energy or backing down, I remained in a meditative state of power.”
Inthistensesituation,CoachMoremainedcalm. Herquietstrengthdiffusedtheaggression, demonstratingthepowerofSoulPowered leadership.Thisreinforcedherbeliefthattrue leadershiptransformsconflictintogrowth,evenin thefaceofworkplacetoxicity
AsCoachMostates, “Instead of matching his energy or backing down, I remained in a meditative state of power. This experience crystallized my understanding that we don’t have to bend to workplace toxicity – we can transform it through authentic, Soul Powered leadership.”
ChampioningDiversity,Equity,andInclusion throughSoulPower
CoachMo’scommitmenttodiversity,equity,and inclusionisnotjustacorporateadd-on;it’swoven intotheveryfabricofherSoulPowered methodology.Shegoesbeyondwhatsheterms “surface-levelinitiatives”toaddressthecore issues.Recognizingthat“Despiterecentcorporate setbacksinDiversity,Equity,andInclusion efforts,”realchangerequiresadeeperapproach.
CoachMofocusesonguidingprofessionalwomen, “particularlywomenofcolor,”totapintotheir“SoulPower”to navigateandovercomesystemicbarriers.Hermethodhelps them“reconnectwiththeirauthenticselvesandinnerwisdom,” buildingan“unshakeablefoundationthattranscendstraditional barriers.”Thisisnotjustaboutindividualadvancement;it’s aboutempoweringwomentobecomeagentsofcultural transformation.
CoachMobelievesthis “soul-first approach enables women to create lasting change from positions of power, transforming corporate culture from the inside out.” ForCoachMo,true Diversity,Equity,andInclusionisarevolutionfromwithin, poweredbyauthenticityandinnerstrength.
FutureVision:CareerCoaching–EvolvingandExpanding
Moseescareercoachingrapidlyevolving,requiringablendof cutting-edgestrategiesanddeepsoulworktothriveintoday’s digitalandcomplexworkplace. Whilemasteringdigitaltools andplatformslikeLinkedInremainscrucial,sheemphasizes thedeeperrevolution: “The real revolution isn’t just technological – it requires deep soul work.”
HerfuturevisionforCareerCoachMoFaulisexpansive, markingthebeginningofa“SoulPoweredRevolution.”Sheis “expandingtransformativecareercoachingtoreachmore
professionalwomenglobally,launchingSoul PoweredLeadershipAcademytothepublic,and developinggroundbreakingcorporatetraining programs.”Steppingontobiggerstagesthrough keynotespeaking,sheaimstoreachevenmore organizationsreadyforprofoundchange.
SoulPoweredLivingandShattering Misconceptions
ForCoachMo,work-lifeharmonyisachievedby “SoulPoweredLiving,”wheredecisionshonorboth careerandwell-being.Shedirectlyaddressesakey misconception: “The biggest myth I’m shattering is that women must downplay their talents or overwork themselves to succeed.”
CoachMoremindsusthatmanywomenare conditionedto“playsmall,”minimizingtheirgifts. ThroughSoulPoweredcoaching,shehelpswomen breakfreefromtheselimitingbeliefs,provingthat authenticpower,notdiminishedselvesorburnout,is thetruepathtoprofessionalsuccess.Sheemphasizes that “success comes not to those who dim their light, but to those who dare to shine brilliantly.” Byusing their“soulastheultimateboundarykeeper,”women canachievetrueharmony
STOP MARRYING YOUR FIRSTIDEA
How
Strategic Detachment
Creates Breakthrough Wins
Letmetellyouatruththat’smade—and saved—millionsforCEOswhoplaythelong game:Youcan’tmarryyourfirstidea.
Ilearnedthatthehardway.
TheOfferThatWentNowhere
Ihadwhatfeltlikeabrilliantidea.Myapartmentin Porto,Portugal,sitsemptywhenItravel.Manyofmy friendsfantasizeaboutworkingremotely,tastingthe “digitalnomad”lifestyle.SoIthought—perfect.I’doffer themthechancetostayinmyplace,free.
They’dgetatasteoflocationfreedom.I’dgetthe satisfactionofhelpingthemtakeasteptowardabigger life.Win-win,right?
Ireachedouttosevenpeoplewhoseemedlikeperfect fits.
Result?
Nothing.Notasingle“yes.”
Sure,Igotpolitereplies.Afew“That’samazing!”and “I’dloveto,but…”Butnoaction.
Iwasstunned.Inmyhead,I’dpicturedatleasttwo peoplesayingyesbeforeIfinishedmakingtheoffer. Instead,Iwasleftstaringatalistofpeoplewhoseemed interested—butweren’tmoving.
TheAutopsyofaDeadIdea
Here'swhereIwentwrong:Ididn’tfollowmyownrules.
Iteachentrepreneursthatastrongofferneeds:
1. Aclearproblem—andprooftheaudiencefeelsit now,notlater
2. Asolutionthatconnectsdirectlytothatproblem.
3. Awhythatmattersemotionally,notjustlogically.
4. Messagingthatjoinstheconversationalreadyin theirheads.
5. Acompellinghookthatmakessaying"no" feelexpensive.
6. Therightaudiencesizewithskininthe game.
Ididnoneofthat.
IassumedmyfriendswantedwhatIwantedfor them.Ioffereditwithzerourgency,zerocost, andzerocommitment.Which,ironically,is exactlywhatItellmyclientsnottodo.
So,whatdidIget?
Politeenthusiasm.Andnothingelse.
The
RealProblemWasn’tThem
Iwasn’tjustattachedtotheidea—Iwasweddedtoit.Inmyhead,I’d alreadydecidedthey’dloveit.IskippedthepartwhereIactually confirmedwhethertheyneededit,wantedit,andwerereadyforitnow.
Worse,my“samplesize”wassevenpeople.That’snotevenatest—it’s adinnerparty
Andhere’sthebigbusinesstruthIhadtoswallow: Justbecausesomeonesaystheyloveanideadoesn’tmeanthey’llacton it.
It’snotmalice.I’stiming.Peoplehavelives.Prioritiesshift.Meaning welldoesn’tcreatemomentum.
ThePivotThatChangedEverything
OnceIgotovermybruisedego,IaskedthetwoquestionsI should’vestartedwith:
· What’sthereallessonhere?
· HowcanIpivotwithoutclingingtomyoriginalpictureof success?
That’swhenIflippedtheoffer
Iturnedthe“freestayinmyapartment”intoaVIPStrategy WeekendinPorto—apaidexperiencewherebusiness ownersworkwithmeontheirbiggestbusinesschallenges, face-to-face,inanenvironmentthatfuelsstrategicthinking.
Thistime,itlanded.
Why?Becausenowithadtheelementsthatactuallydrive action:
· Clearproblem:Entrepreneursneededfocusedtimeto workontheirbusiness,notjustinit.
· Logicalandemotionalpayoff:They’dleavewithclarity, strategy,andexecutionsteps—resultstheycouldfeeland measure.
· Skininthegame:Payingmeantthey’dprioritize showingupandimplementing.
· Rightaudience,rightmoment:Iputitinfrontofpeople activelysearchingforabreakthroughnow,not “someday.”
TheLessonYouCan’tIgnore
Yourfirstideaisn’tsacred.Thefasteryoureleaseit,the fasteryoufindtheversionthatworks.
Icould’vewastedmonthstryingtoconvincemyoriginal grouptotakemeuponthefreestay.Icould’vedoubled downonsellingsomethingtheydidn’tseeasurgent.But detachingfromtheoutcomefreedmetospotthebetter opportunity
Thesameprincipleapplieswhetheryou’repitching investors,launchingabiotechproduct,orsellingconsulting. CEOswhoscalefastdon’tjustinnovate—theydiscard quicklywhenaconceptdoesn’tconvert.
HowtoSpotWhenYou’reWeddedtoanIdea
Askyourself:
· AmIignoringrealfeedbackinfavorofwhatI imaginedwouldhappen?
· DoIkeeppushingthesameofferwithoutrevisiting theproblemitsolves?
· AmImoreinvestedintheideaitselfthaninsolving thecustomer’sactualneedrightnow?
Ifyouanswer“yes”toanyofthese,you’renot testing—you’redefending.Anddefensedoesn’tscale.
ACEO’sPlaybookforStrategicDetachment
Here’stheprocessInowfollow—andcoachothersto use—whenanofferstalls:
1. StepBack.Removeyouremotionalinvestment. Thinklikeanexternalstrategist,notthecreator
2. CheckYourAudience.Areyouspeakingtothe rightpeopleattherighttimeintheirdecision cycle?
3. RefinetheProblem.Isthepainurgentenoughfor themtoactnow?
4. RebuildtheOffer.Increaseclarity,urgency,and commitment.Givethemareasontoprioritizeit.
5. RetestFast.Smallaudience?Smalllaunch.Don’t waitsixmonthstofindoutifthepivotworks.
FinalWord
Ifyourofferisn’tlanding,stopforcingit.Release yourattachmenttowhatshouldwork.Thefasteryou moveonfromthedeadweightofyourfirstidea,the fasteryoufindtheonethatcreatesrealtraction.
TheCEOswhowinbigaren’ttheoneswiththebest firstideas.They’retheoneswhoadjustfasterthan themarketshifts.
So,askyourselftoday—not“HowdoImakethisidea work?”but— “What’sthenextbestversionIcantestnow?”
DANIELA JURADO
Steering VTEX through the Complexities of Modern Commerce
TheNorthAmericanmarketforenterprisedigital
commercepresentsaformidablechallenge.It demandssophisticatedtechnologyplatforms capableofhandlingimmensecomplexity,coupledwith strategicleadershipadeptatnavigatingrapidtechnological shiftsanddiverseclientneedsacrossmultipleindustries. Succeedinginthisenvironmentrequiresnotonlyarobust productofferingbutalsoastuteregionalleadershipcapableof tailoringglobalcapabilitiestolocalmarketdynamicsand drivingcommercialsuccess.
DanielaJuradoservesastheExecutiveVicePresidentfor NorthAmericaatVTEX(NYSE:VTEX),holdingdirect responsibilityforthecompany’sperformanceinthiscritical region.Hermandateencompassesleadingthesales, marketing,andsolutionengineeringfunctions–thecore commercialengineforVTEXintheUSandCanada.Hertask involvesleveragingVTEX’sglobalenterprisecommerce platformtowinmarketshareanddelivermeasurablevaluefor someoftheworld'smostrecognizedbrands,citing partnershipswithcompanieslikeAdidas,Hmart,and Whirlpoolasexamplesofthecaliberofclientssheengages.
ThisanalysisexaminesMs.Jurado’sstrategicapproach,the toolssheemploysfromtheVTEXportfolio,thechallenges shenavigates,andtheleadershipphilosophythatunderpins herdirectionofVTEX'sNorthAmericanoperations.
Jurado’sStrategicToolkit:LeveragingtheVTEX Platform
AkeyresponsibilityforMs.Juradoiseffectivelydeploying VTEX'splatformarchitecturetomeetthevariedneedsof NorthAmericanenterprises.Sheworkswithtwoprimary architecturalapproachesofferedbyVTEX:
1.ComposableArchitecture:Ms.Juradoutilizes theconceptofcomposability–building systemsfrommodular,interchangeable components–toofferclientsmaximum flexibility Thisapproach,whichVTEXterms “PragmaticComposability,”allowsher teamstoguideclientsinintegratingnew technologiesorcapabilitiessequentially, aligningwiththeirimmediatebusiness prioritieswithoutnecessitatingacomplete systemoverhaul.Sherecognizesthevalueof relatedconceptslikeheadlesscommerce (decouplingfrontend/backend)and microservices(small,independentprocesses) withinthisframeworkforclientsprioritizing adaptabilityandinnovation.
2.CompletePlatform:Forclientsrequiring fasterdeployment,reducedcomplexity,or morestandardizedoperations,Ms.Jurado leveragesVTEX’s“Complete”platform.This providesacomprehensivesuiteofrobustoutof-the-boxcapabilities,includingspecific featuresformanagingCustomerCreditand complexB2BOrganizations,allowing businessesto“plugandgo-live”morequickly.
Ms.Jurado’sstrategictaskinvolvesguidingNorth Americanclientstowardthearchitecturalapproach –composable,complete,oroftenapragmaticblend –thatbestsuitstheirspecificbusinessmodel, technicalreadiness,andlong-termobjectives.This requireshersalesandsolutionengineeringteamsto possessadeepunderstandingofboththeclient’s businessandVTEX’stechnologicalcapabilities.
DemonstratingValue:Jurado’sCaseforVTEX inNorthAmerica
InthecompetitiveNorthAmericanmarket, demonstratingatangiblereturnoninvestmentis paramount.Ms.Juradoutilizesdataandcase studiestobuildthebusinesscaseforVTEX.Akey toolinherarsenalistheForresterConsulting “TotalEconomicImpact”(TEI)study commissionedbyVTEX.Shecanpointtoits findings–suchasareported133%ROIwithin threeyearsofmigrationandUS$5.8millionin savingscomparedtolegacyplatforms–as quantitativeevidenceoftheplatform’sfinancial benefits.
Furthermore,shedrawsuponspecificclient successes,relevanttotheindustriesherteams target,toillustratepracticaloutcomes:
· HowMotorolautilizedVTEX’s adaptabilityforfastergloballaunches andachieved20%annuale-commerce growth.
· HowBelcorpgainednecessarybusiness agilitybymigratingfromacumbersome legacysystem(SAPHybris)toVTEX’s flexiblearchitecture.
· HowaB2BcompanylikeBriggs& StrattonleveragedVTEX’scomposable features(VTEXIO)tomodernize operationsandenhancecustomer experience.
PresentingtheseexamplesallowsMs.Jurado andherteamstotranslateplatformfeatures intoconcretebusinessadvantageslike increasedefficiency(developerandmarketing teamsreportedlysawgainsupto50%by yearthreepertheTEIstudy),fasterspeed-tomarket,andimprovedgrowthtrajectories.
NavigatingMarketDynamics:Jurado’s StrategicPerspective
LeadingVTEXinNorthAmericarequires Ms.Juradotoconstantlyassessmarkettrends andadaptherstrategy.Sheidentifiesseveral keyfactorsinfluencingherapproach:
· EconomicPressures:Risingcustomer acquisitioncostsdemandsolutionsthat optimizeperformanceanddemonstrate clearROI–reinforcingtheimportance oftheTEIstudydataandefficiency gains.
· TechnologyIntegration(AI): Recognizingthekeeninterestin ArtificialIntelligence,particularlyfor applicationslikedemandforecasting, Ms.Juradoensuresherteamsare proficientinpositioningtheVTEXData Pipeline.ThisintegratedAIsolution aimstostreamlinedatainfrastructurefor clientsandprovidetailoredinsights, presentingacompetitiveadvantage.
· EnhancedSecurityNeeds:Withgrowingtransaction volumes,Ms.JuradoemphasizestheimportanceofVTEX Shieldasacomprehensivesecurityoffering(includingrealtimemonitoring,vulnerabilityassessmentreadiness,and firewallprotection)toaddressclientconcerns.
· ImmersiveCustomerExperiences:Observingtheriseof livetechnologies,Ms.JuradopositionsVTEXasaplatform readytosupportliveshoppingandconciergecommerce, enablingbrandstobuilddeeperconnectionsanddrive conversionsthroughinnovativechannels.
· OmnichannelComplexity&Data:Ms.Juradofocuseson VTEX'sabilitytofacilitateseamlessomnichannel transformationsandprovidesolutionsthatcentralizecrucial data(inventory,loyalty,sales)formoreinformeddecisionmakingandoperationalefficiency
Herstrategyinvolvesnotjustreactingtothesetrends butproactivelyincorporatingrelevantVTEX innovationsandacquisitions–liketheAI-powered customerservicecapabilitiesgainedthroughthe Weniacquisitionortheenhancedbehavioral predictionmodelsresultingfromtheSynerise investment–intothesolutionsproposedtoNorth Americanclients.High-profileeventslikeVTEX CONNECTNYC(scheduledJan13,2025, featuringSimoneBiles)alsoserveasplatforms underherpurviewtoengageregionalleadersand showcaseVTEX'sthoughtleadership.
TheLeaderHerself:Resilience,Adaptability,and Vision
Ms.Jurado’sleadershipinthedemandingNorth Americanmarketisinformedbyherown professionaljourneywithinVTEXandthe challengesshehasnavigated.Herprogressionfrom leadingtheLatinAmericanPartnerProgramin2015 tolaunchingoperationsinItalyandeventually managingtheentireEMEAregion(70people across7countries)providedherwithinvaluable cross-culturalandoperationalexperience.
Shespeakscandidlyaboutovercomingskepticism encounteredasayoung,Latinwomanleadinga Braziliantechcompany’sexpansioninEurope.Her approachwasnottoshyawaybuttoearnrespect throughdemonstratedexpertiseandthequalityof herinsights–atestamenttoherresilience.She activelylearnsfromsetbacks,utilizingapersonal “debrief”processafterdifficultsituations(like losingsignificantdealsorkeyteammembers)to analyzefailuresandimplementcorrectivemeasures, turningchallengesintoopportunitiesforstrategic refinement.Whileacknowledgingthepotential isolationofseniorroles,shecreditsVTEXCofounderMarianoGomideforprovidingcrucial mentorship.
Herleadershipphilosophyemphasizescorevalues shedeemsessentialfornavigatingtoday'svolatile environment:
· ResilienceandOptimism:Maintaininga positiveoutlookdespiteuncontrollableexternal factors.
· DisciplineandFocus:Leadingbyexampleand inspiringteamsthroughaction.
· Adaptability:Recognizingflexibilityascritical fororganizationalsuccess.
· A“HumanFirst”Approach:Leadingwith compassionandacknowledgingtheintegration ofprofessionalandpersonallives.
TheseprinciplesguidehermanagementoftheNorth Americansales,marketing,andsolutionengineering teamsandshapeherinteractionswithclientsand partners.Hercommitmentextendstofosteringfuture talent,reflectedinherguestlecturingengagementsat USuniversities.
Conclusion:DrivingVTEX’sNorthAmerican Ambition
AsExecutiveVicePresidentforNorthAmerica, DanielaJuradoholdsacriticalpositionwithin VTEX’sglobalstructure.Herleadershipinvolves morethanmanagingregionaloperations;itrequires strategicallyapplyingVTEX’ssophisticatedplatform capabilities–balancingcomposableflexibilitywith out-of-the-boxcompleteness–tomeetthespecific, complexdemandsofNorthAmericanenterprises. Sheleveragesquantitativedata,clientsuccesses,and akeenunderstandingofmarkettrendstobuildthe caseforVTEXwhilenavigatingcompetitive pressuresandeconomicuncertainty.
Herpersonaljourneyunderscoresresilienceand adaptability,qualitiesreflectedinherleadership philosophy.Byfocusingonmeasurableresults, strategicpartnerships,continuousinnovation,anda client-centricapproachinformedbydeepindustry experience,Ms.JuradoworkstosolidifyVTEX’s positionanddriveitscontinuedgrowthinoneofthe world’smostimportantdigitalcommercemarkets. Herlegacygoal–toberememberedforhelping shapethecareersofothers–furtherinformsher commitmenttoimpactfulleadership.
May be the Smartest Power You Ever Make Moving Slower Why
Letmetellyousomething mostpeoplewillnever sayoutloudinameeting, apodcast,ortheirLinkedInpost:
Theloudestpeopleintheroomare notalwaysthemostpowerful.The fastestrunnersdon’talwayswinthe race.Andthepersonyouthinkis “ahead”mightjustbesprinting towardawalltheydidn’tsee coming.
Ilearnedthislessonthehardway
TheTrapWeAllWalkInto
WhenIwas29,sittinginaFortune 500conferenceroom,IwassureI wasbehind. Behindinsalary.Behindin promotions.Behindinthe imaginaryraceeveryambitious personthinksthey’rein. Ilookedatcolleaguesbuying houses,launchingsidehustles, gettingfeaturedinbusiness magazines,andIthought,“IfIdon’t catchupnow,I’mdone.”
SoIdidwhatmostofusdowhen panickicksin:Ispedup.Isaidyes toeveryproject,stayedintheoffice tillmidnight,workedthrough weekends,andrepliedtoemails beforemycoffeewasevenpoured.
Andyouknowwhathappened?
Iwasn’twinning.Iwas bleeding Notjustenergy—butstrategy, relationships,andperspective.The verythingsthatmakeinfluence sustainable.
That’swhenIlearned:Speed withoutclarityisjustnoise.
Why“KeepingUp”IsaBroken Game
Here’stheuncomfortabletruth:The world’smostsuccessfulleaders— theonesyouneverseesweatingon Instagram—arenotchasingpace. Theyarecontrollingrhythm
Theydecidethebeat.Everyoneelse adapts.
Thisisnotlaziness.Thisisnot “manifesting”withoutaction.This isdeliberate.Controlled.Ruthlessin itsrefusaltoberushedbysomeone else’scalendar.
I’llputitplain:Whenyouletthe market,yourpeers,orsocial mediasetyourtempo,youhave alreadysurrenderedpower.
WhatYouLoseWhenYouRush
Let’sstripthisdowntowhat actuallyhappenswhenyouletthat pressureto“keepup”dictateyour moves:
· Youstopthinkinglong-term. Quickwinsfeelgood.Buttheycan trapyouincyclesofreactivework thatdon'tbuildequity—financialor otherwise.
· Yousignalweakness. Yes,movingtoofastcanmakeyou lookdesperate.Partners,investors, andclientscansmellwhenyou’re operatingfromfearinsteadof intention.
· Youdrainyourleverage. EverymajordealI’veclosed happenedbecauseIhadthepatience tolettheothersidemakethefirst mistake.Rushersdon’tgetthatluxury
· Youburnyourteam.
Ifyou’releadingpeople,remember: yourpacebecomestheirpace.Ifyou runthemragged,theywilleitherquit orquietlydisengage.
TheMythof“TooLate”
Ioncehadlunchwithatechfounderwho exitedhiscompanyfor$180million— at57.
Hetoldmehedidn’teven start intech untilhismid-40s.Beforethat,hewas sellingindustrialcleaningequipmentin theMidwest.
HesaidsomethingI’llneverforget: “Iwasn’tlate.Iwasrightontimeforthe businessIwasreadytorun.”
Thinkaboutthat.
Rightontime.Notaccordingtohis peers.Notaccordingtoventurecapital trends.Butfor him
That’sthepartsocialmedianever showsyou—thedecadesoflearning thatmakea“sudden”successstory possible.
HowtoReclaimYourPaceWithout LosingMomentum
Let’sgettactical.Becauseit’sone thingtonodalongandsay,“Yes,I shouldslowdown,”andanotherthing toactuallyadjustwhenyourinboxis screaming.
Here’smyblueprint:
1.Auditthenoise.
Listeverydemandonyourtime. Thenask:“Whobenefitsmostfrom medoingthisquickly—meorthem?” You’llbesurprisedhowmuchofyour urgencyisbuiltforotherpeople’s gain,notyours.
2.Protectdecisionspace.
Blockactualhoursinyourcalendar eachweekforthinking,notdoing.If youdon’tprotectmentalspace,the onlydecisionsyou’llmakeare reactive.
3.Setyourownmilestones.
Insteadofchasingexternal benchmarks—titles,revenue numbers,mediafeatures—define what“ahead”lookslikeforyouin 3,5,and10years.
4.Communicateyourpaceasa strength.
Whensomeonetriestorushyou,say: "Wemovewithprecision,notpanic.
That’swhywewin.”
Watchhowfasttheystart mirroringyourtone.
5.Usepauseasanegotiation tool.
Silenceunnervespeople.When youdon’trushtorespond,they revealmorethantheyintended. Dealsgetbetter
TheCEOMindsetShift
Inboardrooms,paceispower
Theexecutiveswhoknowwhento pauseadecision—toleta competitoroverextend,towatcha trendmature,towaitforbetter terms—aretheoneswho dominateinthelongrun.
Thisisn’tjustaboutbusiness.It’s about life. Ifyoucanmasteryourowntiming, youcanwalkintoanyroom,any deal,anychallenge,without feelinglikeyou’recatchingup.
Andhere’sthekicker:onceyou stoptryingtokeepup,you’llstart noticingsomething—thepeople youthoughtwereaheadareoften justbetteratlookingbusy
TheFreedominOwningYour Timeline
WhenIfinallysloweddown, Ididn’tloseground.Igainedit. Opportunitiesdidn’tdisappear. Thewrongonesdid.
IstartedseeingpartnershipsI’d neverhavenoticedbefore.Ihad thebandwidthtomentoryounger leaders.Ibuiltanetworknotby chasing,butbybeingsteady enoughthatpeopletrustedI’dbe aroundinfiveyears.
That’sthequietadvantage:Youstop livinginreaction,andstartleading fromintention.
ReadThisBeforeYouRushAgain
Nexttimeyoufeelthatitch—theone tellingyouyou’refallingbehind— Iwantyoutorememberthis:
Thereisnouniversaltimeline.There isonlyyourcapacityandyour readiness.
Youcan’tbelatetoyourownlife. Andinbusiness,youcan’tbelateto theopportunityyou’vebeenpreparing toown.
Here’sthechoice:
Youcankeepplayingcatch-upin someoneelse’srace.
Oryoucancontroltherhythmso completelythatyoustoprunning altogether—andstartmovingexactly whereyouneedto,exactlywhenyou needto.
Onewillexhaustyou. Theotherwillmakeyouimpossibleto overtake.
Yourpaceisyourpower.Protectitlike equity
Acommonimpedimenttoindividual achievement,bothpersonalandprofessional, liesinself-limitingbeliefsandnegativeinternal narratives.Individualsoftenfailtoreachtheirpotentialnot duetolackofcapability,butbecausetheirownselfperceptionhindersactionandaspiration.Addressingthis coreissuerequiresmorethansuperficialencouragement;it demandsstructuredmethodsforreshapingthought patternsandfosteringeffectivegoalpursuit.
Dr.ColleenGeorges,founderofRESCRIPTYour StoryLLC,establishedherpracticetoprovidesuch structuredmethods.HoldingaPhD(2003),Masters (1998),andBA(1997)inPsychology/Counseling PsychologyfromRutgersUniversity,Dr.Georgesbrings substantialacademiccredentialsandover25yearsof professionalexperiencetoherwork.Hercareerincludes extensiveexperienceinhighereducationadministrationat Rutgers,wheresheprovidedpersonal,academic,and careercounselingandultimatelyservedasDirectorfor twofederally-fundedprogramssupportingfirst-generation collegestudents.Shealsogainedclinicalexperience workingpart-timeasatherapistforanon-profit organizationservingwomenincrisis.Thisbackground providesadeepunderstandingofthepsychologicaland practicalchallengesindividualsfaceinpursuingtheir goals.
ThisanalysiswillreviewthedevelopmentofRESCRIPT YourStoryLLC,thecoremethodologyDr.Georges employs,therangeofservicesoffered,theoperational strategiesofthebusiness,andtheevidenceofits effectivenessinthepersonalandprofessionaldevelopment market.
ThePathtoPractice:FromHigherEducationto Entrepreneurship
Dr.Georges’journeytowardfoundingherownpractice involvedasignificantcareertransition.Whileworkingin highereducation,shedevelopedahobbyofwritingresumes foracquaintances,drivenbyapassionforhelping individualsarticulatetheirprofessionalstrengthsandcareer narrativeseffectively.In2008,sheformalizedthisinterest intoasidebusinessofferingresumewritingservices.
Apivotalchangeoccurredin2010,oneyearafterthebirth ofhersonin2009.Seekinggreaterflexibilityandmore timewithherfamily,Dr.Georgesmadethedecisionto leaveherfull-timeDirectorpositionatRutgersUniversity Shecommittedtotransformingherestablishedside businessintoherprimaryprofessionalfocus.She acknowledgesthistransitionasasignificantrisk,moving fromthesecurityofasalarieduniversitypositiontothe uncertaintiesoffull-timeentrepreneurship.Thisdecision markedthetruebeginningofRESCRIPTYourStoryLLC asacomprehensivecoachingandconsultingpractice. Alongsideherbusiness,shecontinuestoteachCounseling PsychologyandWomen’sLeadership/SocialJusticecourses part-timeatRutgersUniversity.
TheRESCRIPTMethodologyandServiceOfferings
ThecoreofDr.Georges’approachisherproprietary RESCRIPTframework Thismethodology,developed throughinsightsgainedduringpreparationforher2016 TEDxTalk(“RescriptingtheStoriesWeTellOurselves”) andfurthercodifiedinher2019book,providesthe foundationforherservices.
Theframeworkdrawsuponprinciplesfrompositive psychology,cognitive-behavioralstrategies,andestablished careerdevelopmentmethodologies.Itsprimaryaimisto guideclientsinidentifyingandovercomingself-doubtand limitingself-talk,settingmeaningfulgoals,and implementingactionablestepstowardachievingthosegoals.
RESCRIPTYourStoryLLCoffersadiverseportfolioof servicesbuiltuponthisframework:
· One-on-OneCoaching:Personalizedcareercoachingand lifecoachingsessionstailoredtoindividualclientneeds andobjectives.
· GroupCoaching:Facilitatedgroupprograms focusedongoal-settingandaccountability, suchasthe12-MonthWomen’sGoal AchievementGrouplaunchedin2024.Dr. Georgesalsorunsamonthlyonline ContagiousOptimismWellnessGroup, ongoingforoversevenyears.
· ProfessionalWritingServices:Continued offeringofresumewriting,coverletter development,andLinkedInprofile optimization–theservicethatinitially launchedthebusiness.
Founder I RESCRIPT Your Story LLC
· SpeakingandTraining:Deliveryofkeynotes, workshops,andcorporatetrainingsessionsontopics relatedtoleadership,self-empowerment,career development,andtheRESCRIPTprinciples.
· Publications:Authorshipofthe8-timeawardwinning,internationalbestsellingbook, "RESCRIPTtheStoryYou'reTellingYourself" (2019),alongwithsupplementarymaterialslikethe RESCRIPTDailyGratitudeJournalandGoal-Getting& ProductivityPlanner.Dr.Georgeshasalsoco-authored tenotherself-helpbooks(includingtitleslike Contagious Optimism, Midlife Transformations, 101 Great Ways to Enhance Your Career)andhadwork featuredinthe Gallery of Best Resumes 5th Edition.Her writingincludesarticlesintwoscholarlypsychology journalsandblogsforplatformslikeHuffingtonPost andThriveGlobal.
· OnlineCourses:Developmentofdigitalcareercourses, providingon-demandaccesstohermethodologies.
ThiscomprehensivesuiteofservicesallowsDr.Georges toaddressclientneedsthroughvariousformatsandlevels ofengagement.
BusinessModelandOperationalStrategy
RESCRIPTYourStoryLLCoperatesasa solopreneurship,withDr.Georgespersonallydelivering allcoreservices.Herleadershipphilosophy,describedas rootedinempowerment,empathy,andcollaboration, manifestsdirectlyinherclientinteractionsandgroup facilitation.Sheemphasizeshelpingclientsrecognize theirownstrengthsandfosteringconfidence,ratherthan adoptingadirectiveapproach.
Keystrategicelementsofthebusinessinclude:
· Client-CentricAdaptation:Dr.Georgesemphasizes activelylisteningtoclientneedsandmarkettrendsto guideservicedevelopment.Forexample,shedeveloped onlinecareercoursesduringtheCOVID-19pandemic inresponsetochallengesfacedbyjobseekersand launchedthewomen’sgoal-settinggroupin2024based onperceiveddemandforcommunityandaccountability Thisindicatesanadaptiveapproachtobusinessgrowth alignedwithhercoremission.
· ServiceDiversification:Thewiderangeofofferings–individualcoaching,groupprograms,digitalcourses, books,speaking–createsmultiplerevenuestreams. Thisdiversificationprovidesbusinessresilience, allowingthepracticetoweatherfluctuationsindemand forspecificservicesandadapttomarketshifts.
· TechnologyIntegration:Dr.Georgesleverages technologyextensivelytosupportherpracticeand reachaglobalaudience.Thisincludesonline schedulingandpaymentsystems,videoconferencing platformsforvirtualcoachingandgroupsessions,a websitehostingonlinecoursesandresources, WhatsAppgroupchatsforongoingclientsupportand accountability,andstrategicuseofSearchEngine Optimization(SEO)toensureonlinevisibility.She alsoutilizesAItoolsforresearchandindustryinsights toinformhercareercoaching.
Marketing,Outreach,andEstablishingCredibility
Asasolopreneur,buildingvisibilityandcredibilityis crucial.Dr.Georgesemploysseveralstrategies:
· PublicationsandThoughtLeadership:Her bestselling,award-winningbookservesasaprimary toolforestablishingexpertiseandattractingclients. Co-authoredbooks,journalarticles,blogs,andmedia features(mentioningoutletslikeNews12,RVNTV, LiveHappy,andMashable)furtheramplifyherreach andcredibility.
· SpeakingEngagements:Keynotes,workshops,and corporatetrainingprovidedirectexposuretopotential clientsandreinforceherpositionasanexpertinher field.
· DigitalMarketing:StrategicuseofSEOhelps potentialclientsdiscovertheirservicesonline.The onlinecoursesandresourcesavailablethroughher websitealsoserveamarketingfunction.
· ReferralNetwork:Overcomingearlybusiness challengesinvolvedbuildingastrongreferralnetwork, whichremainsanimportantsourceofclients.
NavigatingEntrepreneurialChallenges
Dr.Georgesacknowledgesthesignificantchallenges involvedintransitioningfromsecureemploymentto full-timeentrepreneurship.Keyhurdlesincludedthe initialfinancialuncertainty,thesteeplearningcurve requiredtomasterbusinessmanagement,digital marketing,andSEOskills(areasoutsideheroriginal academicandclinicaltraining),andmanagingcashflow duringslowerbusinessperiods.Herstrategyfor overcomingthisinvolvedpersistenteffort,a commitmenttocontinuouslearning,thestrategic diversificationofservicesmentionedearlier,and cultivatingarobustnetworkofreferrals.These experiencesshapedherresilienceandadaptabilityasa businessowner.
EvidenceofPerformanceandImpact
RESCRIPTYourStoryLLChasdemonstratedsubstantial growthandpositivemarketreceptionsinceitsformal establishmentasafull-timepracticein2010.Keyperformance indicatorsinclude:
· ClientGrowth:Dr.Georgesreportsservingnearly15times thenumberofindividualclientscomparedtothebusiness’s earlystages.
· ClientRetentionandReferrals:Thepracticebenefitsfroma strongbaseofreturningclientsandgrowingreferrals, indicatingclientsatisfactionwiththeservicesprovided.
· RevenueGrowth:Consistentincreasesinrevenuesuggest successfulbusinessoperationsandmarketdemand.
· AwardsandRecognition:The RESCRIPTbookhasearnedeightbook awardsandachievedinternational bestsellerstatus.Thebusinessitselfhas receivedrecognitionfromorganizations suchasCorporateVisionAwards,Quality BusinessAwards,andtheInternational AssociationofTopProfessionals (IAOTP)asaleadingproviderinlifeand careercoaching.
· ProgramOutcomes:Dr.Georgescites the2024/2025Women’sGoal AchievementGroupasaspecific exampleofimpact.Shereportsmembers achievingtangibleresultsacrossvarious lifedomains(careeradvancements, financialimprovements,business launches,healthgoals)andfosteringa stronginternalcultureofaccountability andmutualsupport,validatingthe effectivenessofhergroupcoaching model.
Conclusion:AStructuredApproachto Empowerment
Dr.ColleenGeorgeshassuccessfully translatedherdeepexpertiseincounseling psychologyandcareerdevelopment, combinedwithpersonalinsights,intoa thrivingcoachingandconsultingpractice, RESCRIPTYourStoryLLC.Thebusiness isbuiltaroundaclear,proprietary methodology–theRESCRIPTframework –designedtohelpindividualsovercome self-limitingnarrativesandachievetangible goals.Operatingasafocused solopreneurship,Dr.Georgesemploysa diversifiedservicemodelencompassing individualandgroupcoaching,professional writing,speaking,publications,andonline courses.Strategicuseoftechnologyand outreachensuresbroadvisibilityand accessibility.Despiteinitialentrepreneurial challenges,thepracticedemonstrates consistentgrowth,marketrecognition throughawards,andpositiveclient outcomes,positioningRESCRIPTYour StoryLLCasacredibleresourcefor individualsseekingstructuredsupportfor personalandprofessionaldevelopment.Dr Georgesprovidesaclearexampleof leveragingspecializedknowledgetobuilda focused,impactfulservicebusiness.
Subscribe Now
w w w . m i r r o r r e v i e w . c o m