NEW: The Plot Twist Awards 🍿

Because success after 40 isn't always a straight line

Many times I’ve found myself staring at yet another "30 Under 30" list. You know the ones. Profiles of early success that make inspiring headlines, but somehow never tell the whole, long story of what success can look like. The pivots, the fails, the false-starts.

And I thought: enough.

That’s why I ran my alternative advent calendar profiling midlife women back in December. It’s why I’m setting up a Directory of midlife women business owners. And it’s also why I’ve teamed up with

Sarah Knight

, my fabulous fellow script-flipper for The Plot Twist Awards.

So here's a plot twist for you to consider.

What if the most interesting success stories don’t happen at the beginning at all?

What if they're in the messy middle, where life experience collides with ambition?

What if Plan B (or C or D) turns out better than Plan A ever could?

Let me tell you about the plot twist Sarah and I have been keeping under wraps.

Coming February 14th: The Plot Twist Awards.

We’ve been brewing this up for a while and we’re ready to reveal all (very much NOT in Grammy red carpet style).

🍿 The Plot Twist Awards

Nominations open this Valentine's Day. Consider it our love letter to every midlife woman who's been told "that's not how it's done" and who muttered under her breath "just watch me."

This isn't your typical business awards ceremony. No white tablecloths. No name badges. No panel of Very Important People deciding whose achievements matter most. (Because honestly, haven't we had enough of that?)

Instead, we're creating something gloriously different. Think of it as the anti-awards. A celebration of the untold stories, the bold pivots, the quiet revolutions happening in home offices at midnight. The successes (and the beautiful fails) that never make those shiny magazine lists, but are changing lives and businesses in real, meaningful ways.

Why now?

Because we’re both tired of business success stories that ignore the life scars, the trauma, the break-ups, the make-ups, the losses, the kids, the empty nests, the juggle, the struggle. Show us success over 40 that comes with laughter lines.

What makes The Plot Twist Awards different?

First, we're ditching the whole concept of "winners." Because success after 40 isn't a competition. It's a collection of plot twists, each one as unique as the woman living it.

We're also saying see ya to -

❌ Entry fees (because celebrating success shouldn't come with a price tag)

❌ Those “nominate yourself, then pay £200 for the privilege of attending the gala” rackets

❌ Judging panels (we've all been judged enough by now, thanks)

❌ The whole "look how polished I am" performance

This is not about validation from a judging panel. It’s about celebrating the work, the grit, the late-night breakthroughs and the moments of sheer brilliance that rarely get the spotlight. It’s all about telling the unique stories of women who are mid-plot - just getting started, in the messy middle, or as yet unfinished.

We're celebrating …

Not only the power players and mavericks. We’ve got room for understated brilliance and the almost-theres too. Including -

The Rising Tides: the women who lift as they climb

The Hidden Gems: because sometimes brilliance works from the shadows

The Slow Burns: as success doesn’t usually happen overnight

The Square Pegs: proudly refusing to fit that round hole

The Bold Pivots: when Plan B becomes the best plot twist ever

The Quiet Leaders: for women who lead without a megaphone

The Ceiling Smashers: for those who made confetti with the glass ceiling

The Beautiful Fails: because sometimes things need to fall apart to fall into place

And yes, there will be a party for everyone in the spring. No red carpet, but an online celebration where you can wear your fanciest pyjamas or your power suit. We don't care. There will be joy. There may be surprises (we’re thinking party bags).

But most importantly, there will be space to celebrate the messy, beautiful reality of success after 40. Space to share stories that don't fit the standard narrative. Space to recognise that sometimes the best stories start right in the middle.

If that sounds like your kind of fanfare, here’s what to do next

Nominations open on 14th February. Start thinking about whose story you'll tell. We hope it’s your own. Or maybe your business bestie, your mentor, that woman in your network who inspires you every day.

Stay tuned. And remember - sometimes chapter 40+ is where the magic really begins.

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