Hollis' ambition and unapologetic success

THERE are few writers in the modern self-help space who draw as much loyalty and suspicion in equal measure as Rachel Hollis, and Girl, Stop Apologizing sits squarely in the middle of that divide.

- LIESL VAN DER SCHYFF

Hollis, who first came to prominence with Girl, Wash Your Face, has built her voice around a particular kind of address: direct, unvarnished and firmly aimed at women who feel they have been playing small.

The titles of her books are not subtle. They read like instructions. "Wash your face." "Stop apologizing."

The repeated use of "Girl" is deliberate, almost confrontational, as though she is speaking across a kitchen table to someone she refuses to let retreat into self-doubt.

It is branding, yes, but it is also tone and intent. Hollis is not interested in abstract reflection; she is interested in action.

In this book she returns to a theme that clearly resonates with her audience, the idea that many women "feel a tugging on their hearts for something more" but silence it out of fear of judgement, fear of failure or fear of seeming selfish.