African women who are still finding it difficult to thrive in digital business may have found all the answers in Paula Pwul’s new self-help book titled That Internet Thing You’re Doing. Here’s an excerpt of an interview session with the author from our contributor.
What inspired you to write That Internet Thing You’re Doing?
I wrote this book because I was tired of seeing brilliant African women second-guess themselves online. I knew too many women with deep expertise, creativity, and impact who were hiding in plain sight—posting but not positioning, creating but not converting, showing up without owning their voice or not even showing up at all. This book is my answer to that. It’s my way of saying: enough. You’re allowed to be seen. You’re allowed to be paid. You’re allowed to take up space—online and beyond.
What is the book all about?
That Internet Thing You’re Doing is a practical and honest guide to building a personal brand online that actually works. It teaches you how to clarify your message, build trust, show up confidently, and get paid for what you already know. Whether you’re a creative, a professional, or an entrepreneur, this book will help you turn your presence into a platform—and your platform into income and impact.
How does faith influence the way you approach personal branding?
Everything I teach is rooted in ownership—but for me, ownership starts with identity. My faith grounds me in the truth that I am called, equipped, and enough. That’s the foundation. From there, branding becomes less about proving yourself and more about walking in purpose. I believe God didn’t give us gifts just to hide them. Stewardship includes visibility. And faith means trusting that showing up doesn’t diminish humility, it honors your assignment.
What are the biggest mindset blocks women face in building a visible brand?
Book cover
One word: permission. So many women wait for external validation before they feel qualified to speak, teach, or lead. Imposter syndrome, fear of judgment, and the idea that visibility equals vanity – these all keep women small. Another block is perfectionism. We overthink and under-act. But the truth is that you don’t need to be the most experienced. You need to be clear, consistent, competent and courageous.
How can African women start monetising their expertise online today?
Start by identifying your value. What do people constantly ask you about? What problem can you help solve? Then create content around that. Teach, share insights, and build trust. You don’t have to have a huge audience, just the right offer for the right people. Package your knowledge into digital products, workshops, consultations, or services. And most importantly, position yourself as someone worth learning from. The internet is full of noise, but clarity cuts through.
Why does storytelling matter so much in the digital age?
Because facts tell, but stories sell. In a crowded online space, your story is what makes you relatable, memorable, and trustworthy. People don’t just buy what you do, they buy why you do it. Storytelling allows your audience to connect with the person behind the expertise. It builds emotional resonance. And when people see themselves in your journey, they’re more likely to trust your direction.
What were the challenges you faced in writing the book, and how did you overcome them?
The biggest challenge was giving myself permission to write it in my voice. Not what I thought an author should sound like, but how I really speak. I had to silence the pressure to sound overly intellectual or overly perfect and trust that clarity and honesty were enough. I also had to write in the margins of my life—between motherhood, running a business, and showing up for my clients. I overcame it with grace, grit, and a whole lot of late nights. And the support of people who kept reminding me that this message mattered.
