Paula Pwul, a lawyer turned personal branding strategist, has released her debut publication titled That Internet Thing You’re Doing, aimed at empowering African women to build resilient and purpose-driven global brands.
The book, published in May 2025, is available in both e-format and paperback. It draws on Pwul’s years of experience working in digital branding and content strategy across Africa and beyond.
As the founder of Afrocreate Digital and host of the She’s The Brand podcast, Pwul has mentored and trained numerous women in the areas of visibility, content creation, and digital entrepreneurship.
Her book is designed as a practical guide for professionals, creatives, and entrepreneurs who seek to use the internet more intentionally to amplify their voices and expand their influence.
“The internet is rewriting the rules, and we can no longer afford to play small,” Pwul states. “This book is for the woman who’s ready to own her voice, tell her story, take herself seriously, and build a global brand around her expertise.”
That Internet Thing You’re Doing goes beyond surface-level social media advice. It provides actionable insights, relatable stories, and real-life case studies that show readers how to turn their knowledge into income.
The book addresses key challenges many African women face, such as imposter syndrome, unclear messaging, and the struggle to show up confidently in online spaces.
Some of the core topics explored include Clarifying Your Message and Owning Your Story, Overcoming Imposter Syndrome, and Creating Content That Builds Trust and Drives Results.
Additional chapters focus on building supportive networks, staying consistent with online presence, and monetising one’s knowledge and skills in a digital economy.
According to Pwul, the idea for the book came from “countless conversations with brilliant, capable women who struggled to show up online with confidence and intention.”
With this publication, she continues her broader mission of helping African women build profitable, impactful brands that reflect their values and thrive in the global marketplace.
Through That Internet Thing You’re Doing, Paula Pwul extends both a challenge and an invitation: for African women to embrace their uniqueness, harness digital tools with purpose, and lead boldly on a global stage.
