Creative Courage and Leadership by Design: Lou’s Story

Ever wondered what happens when a creative Kiwi woman walks away from an entire industry and builds something completely new, on her own terms? 

This is the fourth story in our Kiwi Women in Leadership series — a collection of real, raw, and inspiring leadership journeys from women who’ve chosen to lead with courage and clarity. 
 
So far, we’ve explored: 

• Shelley’s story, a shift from quiet capability to bold, visible leadership. 

• Deane’s story, navigating global leadership while holding values and voice. 

• Christina’s story, revealing the hidden load of competence and reclaiming balance. 

Each story has been a masterclass in Freedom by Design – building leadership and businesses that serve life, not the other way around. And now, we meet Lou, a creative visionary who rebuilt her professional identity from scratch and designed a New Zealand business that honours her craft, her family, and her rhythm. 

When Lou walked away from the New Zealand film industry, she wasn’t walking away from creativity — she was walking toward a life she had to rebuild from scratch. 

She had been immersed in scriptwriting, parenting, and the unseen load of holding everything together while her partner travelled for months at a time.

“I was the fort-holder,” she told me. “And I knew I couldn’t keep doing it all.” 

She was ready to create something new – something that honoured her creative talent, allowed her to parent on the ground, and gave her the autonomy she craved. 

“I felt isolated in the private sphere and lacking confidence. I knew I had a strong suite of production and leadership skills, but I didn’t have the business grounding or path forward.” 

So, she took a leap. She launched Webflicks, a business grounded in the belief that story craft and video strategy could elevate the way companies communicate. “I boldly forged ahead, trusting I’d learn by doing and that I’d find my people along the way.”  

When the World Stopped, She Chose to Build 

2020 could have derailed everything. But Lou didn’t hit pause — she hit refocus. 

“During the enforced pause, I turned my attention to the parts of the business I’d built quickly and without support.” 

She knew there was more potential beneath the surface — but it needed structure, business strategy, and clarity. 

That’s when we started working together through the Activate Tāmaki Makaurau programme. And from the first session, it was clear: Lou wasn’t just here to survive; she was here to build something that lasts. 

We went deep — brand positioning, values, client experience, marketing, operations, and team design. Lou showed up with courage, consistency, and a willingness to stretch herself. 

“That work gave me clarity and sharpened my direction. It was gold.” 

Designing a Business That Serves Her Life 

Women often design businesses out of both necessity and ambition — and that duality is powerful. 

Research from McKinsey shows that women are leaving traditional leadership tracks not due to a lack of capability, but because they’re not offered flexibility, well-being, or values alignment. (Women in the Workplace, 2023) 

A 2026 Springer study adds even more insight: 

“Female entrepreneurs often prioritise economic stability and worklife balance, structuring their business operations around family responsibilities and longterm security, as much as professional fulfilment.” (Springer, 2026) 

Lou is a living example of both. 

“Freedom by Design is the foundation of Webflicks,” she says. “I’ve built a business intentionally — a true alchemy of my personal, professional, and creative skills. I own my schedule, my workload, and my priorities. That allows me to balance work, parenting, wellbeing, and the people and pets who bring me joy.” 

This wasn’t about stepping back. It was about stepping into a new kind of leadership — one that integrates creative fulfilment, client trust, and sustainable delivery. 

“Our growth has come from deepening our brand reputation. I’ve had the confidence to stay committed to quality and relationships rather than chasing scale. Every project is still led creatively by me from end to end — and I love that.” 

The Hidden Cost of Success 

We don’t talk enough about the invisible pressure women face when building businesses — the self-doubt, the visibility fatigue, the emotional energy spent managing everything behind the scenes. 

Lou names it. 

“I’ve learned again and again that relationships are the heartland of my work. But it’s not enough to be great at what I do. I have to keep working on visibility — networking, socials, thought-leadership. That stuff takes time, discipline, and sometimes, courage.” 

She also speaks to the deeper layers. 

“Mindset and resilience drive everything. You have to turn up through imposter syndrome and through the messy parts of life. I’m learning to allow my vulnerability in all the ways — and to keep investing in professional development even when things are busy or tight.” 

Clarity, Confidence, and Creative Power 

Lou’s business today is sharper, stronger, and more purpose-led. 

“I now have a clearer idea of who we are, what we offer, and confidence in the processes that support our client journey. I genuinely know that the creativity we bring to business storytelling is needed and valued.” 

That confidence is hard-earned — and deeply deserved. 

She didn’t just get through tough seasons. She used them. She didn’t just run a business. She designed it. And in doing so, she’s become a brilliant example of what female founders can create when they lead with intention. 

Lou’s Advice to Women in Business 

• “Be fierce about making time to look after yourself — whatever that looks like. It’s a discipline, and I’m still learning.” 

• “Tell that negative self-talker to shut up.” 

• “Find people better than you — learn from them, value them, hold on to them.” 

Because sometimes the most powerful leadership decision isn’t scaling up — it’s stepping fully into your own rhythm and redefining what success looks like.