• Home
  • Blog
  • Knowledge
  • Cover Stories
  • Startup Stories
  • Playbooks
  • Podcasts
  • Português
    • Events Homepage & Booking
    • Tech FoundHER Africa Challenge
    • Start-Up Night Africa Series
    • Lioness Lean In Series
    • Lionesses of Africa Annual Conference
    • Harvard University / Lionesses of Africa Conference
    • Young Lioness Lean In Series
    • About Us
    • Impact Partners
    • Contributor Team
    • Contact
    • Join the Community
    • Signup for FREE Newsletters
    • Share Your Startup Story
    • Share Your Lioness Launch
    • Share Your Lioness Co-Lab
    • Become a Contributor
    • Nominate to '100 Lionessess'
    • Become an Impact Partner
    • Contact LoA
Menu

Lionesses of Africa

276 5th Avenue
New York, NY, 10001
(212) 634-4540
The Pride of Africa's Women Entrepreneurs

the pride of Africa's women entrepreneurs

Lionesses of Africa

  • Home
  • Blog
  • Knowledge
  • Cover Stories
  • Startup Stories
  • Playbooks
  • Podcasts
  • Português
  • Events +
    • Events Homepage & Booking
    • Tech FoundHER Africa Challenge
    • Start-Up Night Africa Series
    • Lioness Lean In Series
    • Lionesses of Africa Annual Conference
    • Harvard University / Lionesses of Africa Conference
    • Young Lioness Lean In Series
  • About +
    • About Us
    • Impact Partners
    • Contributor Team
    • Contact
  • Connect +
    • Join the Community
    • Signup for FREE Newsletters
    • Share Your Startup Story
    • Share Your Lioness Launch
    • Share Your Lioness Co-Lab
    • Become a Contributor
    • Nominate to '100 Lionessess'
    • Become an Impact Partner
    • Contact LoA

Create Yourself, and then, Re-Create Yourself

April 25, 2021 Melanie Hawken
pablo-1548.png

by Safiyyah Boolay-Jappie

“Life is not about Finding Yourself, It is about Creating Yourself. “ — George Bernard Shaw

As soon as your mother knew that your arrival was on the horizon, she started to have thoughts, ideas and dreams about you and for you. The fashioning of you began. Without your involvement. Without your awareness. Without your consent. As your young life unfolded, chapters were being written for you and yet you were told that this book, this life, is yours. 


This is the universal story of mankind. This is why being your own person can be the most challenging prospect for most of us. The true quest for all of us is to be the master of our own character, image and story, rather than playing the roles and the characters that others have consigned for us. Make no mistake, no matter your path, the world is insistent in casting you to roles and characters that hold little to no appeal for you. And be assured, the world will resist any attempt on your part to direct your life outside of the character and plot it has already produced. 

It may feel easier and infinitely more convenient to simply accept the world's direction; to play the roles and to be the characters you’ve been assigned. There would be less conflict. The question though is whether there would be more comfort?

Perhaps. 

“There are people who live their lives on default settings, never knowing that you can customise.“ — Robert Breault

Here is what I know. Once you accept the roles consigned to you, you are doomed and your destiny is cast, and you live under the yoke of other people’s expectations. What you do, how you do it and who you do it with becomes the subject of communal approval. The longer you perform to the ideas and ideals others have for you, the more complex your extrication and the more daunting, frightening and outright dangerous the discovery and expression of your truest self becomes. 

In the meantime, you’re stuck, playing a role, a hapless actor in a grand masquerade complying with cues from both real and imagined directors. In the long-run, this compliance, convenient as it might be, breeds contempt and when that contempt is powerless with nowhere to go, it goes inward, and so begins a toxic relationship within ourselves that reflects in our relationship to the world. You turn the conflict you were desperate to avoid with others inward, and you create a pattern of self-alienation and abuse. You become alien to yourself and settle into a diet and routine of self-soothing escapes and compulsions. The addiction of distraction becomes your way of life. Some addictions are obvious. Others are deceptive and even rewarded. We proclaim our workaholism and our burnout with pride. We pretend a life in which we've won, but we live a life in which we've lost touch with ourselves and our dreams and yearnings. Sometimes we are so far down the rabbit hole that we can't even recall those dreams and yearnings; and the more lost they feel to us, the more we numb ourselves and exist on a plain of oblivion. 

So what is the alternative?

“Success is a tale of obstacles overcome; and for every obstacle overcome, an excuse not used.”  — Robert Breault

I suspect that the alternative is simpler than we think. It is simply that we respond with curiosity to that innately human quest to discover and explore who we are and how we make a difference and how we belong. For most human beings, nothing is more fascinating than themselves. Who they are, what their potential is and what they can achieve. And as fascinating and as energising as all of this is, it is the accompanying discomfort it occasions that can be hugely off-putting to most of us, most of the time. 

In the end, the creation of the self requires an appetite for judgment and rejection and for feeling misplaced, at least for a period of time. The creation of the self requires us to train first ourselves and then others about who we are, what are priorities and where our boundaries are, and how we will show up in the world. 

Though the barriers of life seem formidable, we find when we challenge them that they have no will.

Identity drives behaviour and behaviour shapes identity and both are governed by the choices we make. And it is in owning the choices that we make that we decide who directs our lives and our identities. Will it be others or will it be ourselves? Will it be governed by our fear of loss, judgment and rejection, or will it be guided by our fascination with our potential and our hunger to find our furthest frontiers?

Few things in life bring us to greater discomfort than owning these choices. This is the discomfort we avoid and we settle for the discomfort of feeling misplaced within ourselves as we act out the roles that offer us some security and certainty within the tribes we travel will. 

And we miss out on the expression of who we are, on seeing where our potential can take us, and on how we surface as the most aligned versions of ourselves. Every dream you have, every aspiration you have needs a very specific version of you to bring it to life. Reaching your potential means not only creating yourself, but in means recreating yourself repeatedly as you march past the frontiers and limitations each version of you presents with. 

Creating yourself and recreating yourself is a skill, and the longer you take to cultivate this skill the longer it takes and the more improbable it becomes to live as the fullest expression of yourself. And the longer it takes, the more improbable it becomes to escape the discomfort. 

You can accept reality or you can persist in your purpose until reality accepts you.


Safiyyah pic.jpeg

Safiyyah Boolay-Jappie is a life coach, based in South Africa. She helps high achieving, ambitious women to create impactful careers without sacrificing their well-being, themselves, their relationships, and quality of life. She helps women to beat burnout and to thrive. Having worked in the corporate world for 20 years, most of these in complex leadership roles whilst raising two children, she understands the demands being juggled by professional women, both in their professional and personal lives. Today, she wants to share those learnings with other women through her personal coaching and training.

More articles by Safiyyah

Featured
There is no Virtue in Over-functioning: Ask for Help
April 21, 2024
There is no Virtue in Over-functioning: Ask for Help
April 21, 2024
April 21, 2024
Needing People Is Healthy
April 12, 2024
Needing People Is Healthy
April 12, 2024
April 12, 2024
Confusion, Frustration and Breakthrough go hand-in-hand
March 18, 2024
Confusion, Frustration and Breakthrough go hand-in-hand
March 18, 2024
March 18, 2024
The Miracle of Synchronicity
March 17, 2024
The Miracle of Synchronicity
March 17, 2024
March 17, 2024
5 Keys to Unlocking Resilience
March 9, 2024
5 Keys to Unlocking Resilience
March 9, 2024
March 9, 2024
6 Ways to Optimise Your Well-being
March 2, 2024
6 Ways to Optimise Your Well-being
March 2, 2024
March 2, 2024
Overcome your Recency Bias
December 18, 2022
Overcome your Recency Bias
December 18, 2022
December 18, 2022
Breathe
September 4, 2022
Breathe
September 4, 2022
September 4, 2022
Aligning your life with what feels like purpose to you
July 22, 2022
Aligning your life with what feels like purpose to you
July 22, 2022
July 22, 2022
Exercise your Super Power
July 10, 2022
Exercise your Super Power
July 10, 2022
July 10, 2022
In Guest Blog Tags Safiyyah Boolay-Jappie, Self-development
← The Bouncebackability Factor: End Burnout, Gain Resilience, and Change the World by Caitlin DonovanHigh Jump Moments →
No results found

Tech FoundHER AFRICA CHALLENGE

Five female founders win over $100,000 in TechFoundHER Africa Challenge. Read more


CELEBRATING 10 YEARS


LATEST PODCASTS

Lioness Radio Show Interview: Listen to Mr Jules Ngankam, Group Chief Executive Officer of the African Guarantee Fund, discussing the journey from Bias to Bankable - AGF’s Case for Financing Women Entrepreneurs.

Lioness Radio Show: Five Mozambican women entrepreneurs share their experiences of building successful green businesses and creating green jobs for local people. From an environmentally-friendly, high-impact skincare brand, to an innovative green transportation business transforming marine waste into bicycles, these Lionesses are making waves in Mozambique. Listen to their stories, learn from their experiences, and be inspired by their tenacity.


LIONESS WEEKENDER COVER STORIES

LIONESS WEEKENDER COVER STORY
Vanessa Mhlom, a South African wellness brand builder
Vanessa Mhlom, a South African wellness brand builder
Morongwe and Michelle Mokone, two social impact entrepreneurs building a high-growth, premium sustainable homeware business
Morongwe and Michelle Mokone, two social impact entrepreneurs building a high-growth, premium sustainable homeware business
Dr. Phindi Cebekhulu-Msomi, an agripreneur focused on climate-smart solutions
Dr. Phindi Cebekhulu-Msomi, an agripreneur focused on climate-smart solutions
Retang Phaahla, a pioneer for South Africa’s indigenous teas
Retang Phaahla, a pioneer for South Africa’s indigenous teas
Dr Margaret Kemigisha, a publishing entrepreneur passionate about childrens’ literacy
Dr Margaret Kemigisha, a publishing entrepreneur passionate about childrens’ literacy

IMAGE OF THE DAY. CELEBRATING WOMAN MADE IN AFRICA.

Image of the Day / Nokware Skincare

Sustainable skincare…We love to see natural cosmetics companies with a sustainable approach to business succeeding in Africa, and Nokware Skincare, founded by Tutuwa Ahwoi in Ghana is a great example. She f
Image of the Day / Eloli

African luxury couture…For those who want to stand out from the crowd, Dibo Ndumbe Eyoh, co-founder and co-creative Director of Eloli, an award-winning luxury African fashion brand in Cameroon, has just what you need.
Image of the Day / KOVA

Luxury leather tote…Petrina Auino-Mwandingi is the founder and creative director of her own brand of leather products, KOVA, in Namibia. The business produces high quality leather handbags, primarily totes as well as o
Image of the Day / Hope Distillery

Boutique gin…If you are a gin lover, then check out Hope Distillery, a South African distillery in the heart of urban Cape Town. Established by Lucy Beard and her husband Leigh Lisk, Hope Distillery is a sma
Image of the Day / Amorambique

Capulana with style... If you love Capulana, then explore the new range of modern accessories from Amorambique, Mozambique, created by founder Patricia Vasco. This proudly Mozambican brand of accessories and footwear i
Image of the Day / Suzie Beauty

Marvellous Make-up…When you need to take your make-up routine to the next level, professional Kenyan make-up brand, Suzie Beauty, founded by Suzie Wokabi, has you covered. Suzie founded her successful business
Image of the Day / Aya K Design

Sophisticated sandal style…If you love design that combines traditional with modern style, then these sandals from Aya K Design, founded by Aya Keita in Cote d’Ivoire, are a must-buy. Aya is an entreprene
Image of the Day / House of Cinnamon

Animal print pumps…These eye-catching animal print pumps from House of Cinnamon in South Africa are a great addition to any stylish wardrobe. Founded by Frances Edwards, House of Cinnamon is a proudly Afro
Image of the Day / Ruff ’n’ Tumble

Trendy kids fashion…Finding stylish, relaxed clothing that is a hit with both parents and kids alike is no longer a challenge thanks to Ruff 'n' Tumble, an indigenous premium brand for quality ch
Image of the Day / Timabee

Evening shoe luxury…We love the glamour of these fabulous evening shoe designs by Fatima Babakura, founder of Timabee in Nigeria. Fatima has created an accessory brand that “redefines luxury in Africa and beyo
Image of the Day / Nokware Skincare

Sustainable skincare…We love to see natural cosmetics companies with a sustainable approach to business succeeding in Africa, and Nokware Skincare, founded by Tutuwa Ahwoi in Ghana is a great example. She f Image of the Day / Eloli

African luxury couture…For those who want to stand out from the crowd, Dibo Ndumbe Eyoh, co-founder and co-creative Director of Eloli, an award-winning luxury African fashion brand in Cameroon, has just what you need. Image of the Day / KOVA

Luxury leather tote…Petrina Auino-Mwandingi is the founder and creative director of her own brand of leather products, KOVA, in Namibia. The business produces high quality leather handbags, primarily totes as well as o Image of the Day / Hope Distillery

Boutique gin…If you are a gin lover, then check out Hope Distillery, a South African distillery in the heart of urban Cape Town. Established by Lucy Beard and her husband Leigh Lisk, Hope Distillery is a sma Image of the Day / Amorambique

Capulana with style... If you love Capulana, then explore the new range of modern accessories from Amorambique, Mozambique, created by founder Patricia Vasco. This proudly Mozambican brand of accessories and footwear i Image of the Day / Suzie Beauty

Marvellous Make-up…When you need to take your make-up routine to the next level, professional Kenyan make-up brand, Suzie Beauty, founded by Suzie Wokabi, has you covered. Suzie founded her successful business Image of the Day / Aya K Design

Sophisticated sandal style…If you love design that combines traditional with modern style, then these sandals from Aya K Design, founded by Aya Keita in Cote d’Ivoire, are a must-buy. Aya is an entreprene Image of the Day / House of Cinnamon

Animal print pumps…These eye-catching animal print pumps from House of Cinnamon in South Africa are a great addition to any stylish wardrobe. Founded by Frances Edwards, House of Cinnamon is a proudly Afro Image of the Day / Ruff ’n’ Tumble

Trendy kids fashion…Finding stylish, relaxed clothing that is a hit with both parents and kids alike is no longer a challenge thanks to Ruff 'n' Tumble, an indigenous premium brand for quality ch Image of the Day / Timabee

Evening shoe luxury…We love the glamour of these fabulous evening shoe designs by Fatima Babakura, founder of Timabee in Nigeria. Fatima has created an accessory brand that “redefines luxury in Africa and beyo

STARTUP STORIES. MEET THE WOMEN WHO’VE LAUNCHED.

Featured
Dr Juanri Jonck and Bernadette Kruger, co-founders of a first-to-South African-market serum-only skincare range
Dr Juanri Jonck and Bernadette Kruger, co-founders of a first-to-South African-market serum-only skincare range
Gillian Holl, a South African architectural entrepreneur building a sustainability-focused business that responds to the needs of both clients and the environment
Gillian Holl, a South African architectural entrepreneur building a sustainability-focused business that responds to the needs of both clients and the environment
Júlia Silota, a Mozambican green business builder, focused on environmental waste management
Júlia Silota, a Mozambican green business builder, focused on environmental waste management
Claudia Machaieie, a Mozambican green business innovator transforming marine waste into reading glasses
Claudia Machaieie, a Mozambican green business innovator transforming marine waste into reading glasses
Matilde Mawelele Rungo, a Mozambican tech-preneur helping to drive digital transformation in the country
Matilde Mawelele Rungo, a Mozambican tech-preneur helping to drive digital transformation in the country

Screen Shot 2020-01-27 at 6.01.32 PM.png
Screen Shot 2020-01-27 at 5.34.58 PM.png

Sign up today to receive the #1-rated newsletters for Africa's women entrepreneurs.

* indicates required
Required: Please select your newsletter(s):


LIONESS BOOK REVIEWS

Featured
Built on Purpose: Discover Your Deep Inner Why and Manifest the Business of Your Dreams by Betsy Fore
Built on Purpose: Discover Your Deep Inner Why and Manifest the Business of Your Dreams by Betsy Fore
The Magnetic Female Entrepreneur: The Art of Empowered Presence, Rising to New Levels of Impact and Influence, and Financial Success on Your Own Terms  by Mary Grant
The Magnetic Female Entrepreneur: The Art of Empowered Presence, Rising to New Levels of Impact and Influence, and Financial Success on Your Own Terms by Mary Grant
Women Entrepreneurs Rewired To Rise: Powerful Habits that Break Through Burnout, Silence Your Inner Critic, and Build a Thriving Business from the Inside Out  by Fiona Soutter
Women Entrepreneurs Rewired To Rise: Powerful Habits that Break Through Burnout, Silence Your Inner Critic, and Build a Thriving Business from the Inside Out by Fiona Soutter
Dream Big and Win: Translating Passion into Purpose and Creating a Billion-Dollar Business by Liz Elting
Dream Big and Win: Translating Passion into Purpose and Creating a Billion-Dollar Business by Liz Elting
After the Idea: What It Really Takes to Create and Scale a Startup by Julia Austin
After the Idea: What It Really Takes to Create and Scale a Startup by Julia Austin

About Us  |  Contact Us  | PRIVACY POLICY | terms OF SERVICE  | Community Guidelines  

© 2026 LIONESSES OF AFRICA public benefit corporation. ALL RIGHTS RESERVED.