Following her appearance at the Women Thrive Summit 2026, Annette Williams reflects on a career spanning nearly four decades in television and a bold pivot into hypnotherapy at the age of 60. From a multi award-winning BBC Executive Producer to Confidence Hypnotherapist. At this year’s Summit, she was recognised with the Best Rising Star and Best Storyteller awards.
Q: Please tell us more about your story. How did you get to where you are today?
I spent 38 years as a TV Producer, helping other people perform at their best, from complete beginners to seasoned professionals.
When my role at the BBC was made redundant in 2023, I chose to see it not as an ending, but a turning point. I wasn’t starting from scratch. I was starting from experience.
Retraining as a Cognitive Behavioural Hypnotherapist felt like a natural next step because I’d spent years helping people manage nerves and perform under pressure. Now I just do that in a more focused, evidence-based way.
Q: You spent years helping others shine. What was it like stepping into the spotlight yourself?
Honestly, it was a bit of a leap of faith!
I was very comfortable producing and supporting other people. Suddenly, I had to be the one visible, promoting my work and speaking on stages. It turns out giving confidence advice is much easier when you’re the one behind the camera!
Speaking at the Women Thrive Summit pushed me into my own growth zone. Knowing that thousands of people could be watching, I felt the same nerves my clients describe.
But confidence isn’t about never feeling doubt. It’s about knowing what to do when doubt shows up.
Q: What do most people get wrong about confidence?
Most people think confidence is something you either have or you don’t.
But confidence is the result, not the starting point.
People often wait until they feel confident before taking action, when actually action is what builds confidence. And if a fear can be learned, it can be unlearned.
Q: What do you specialise in, and what makes your approach different?
I help people feel confident when all eyes are on them, whether that’s presenting, networking, a job interview or simply expressing themselves more freely.
What makes my approach different is the blend of real-world TV experience and therapeutic expertise. My work is grounded in evidence-based practice and focused on creating lasting change, not just a temporary confidence boost.
Q: What has been the most impactful decision in your career?
Deciding at 60 to pivot instead of retreat.
It would have been easy to step back, but I chose to step forward. What looked like an ending turned out to be a redirection.
That experience reinforced something I now help others to understand: it is never too late to change direction and never too late to step into your spotlight.
Q: When someone says to you, “I’m just not a confident person,” how do you respond?
I challenge it.
Because that’s usually a story they’ve been telling themselves for years. And the story you tell yourself shapes what you believe is possible.
Most people don’t lack ability. They lack permission.
So, we change the narrative, take small steps, and build evidence. That’s where confidence starts to grow.
Q: What does success mean to you, and what legacy would you like to leave?
Success, for me, is being able to help my clients live a life they love.
For example, I worked with a client, William, who had all the necessary experience and knowledge, but lacked self-belief. That was the missing piece of his jigsaw. Once that shifted, he found the confidence to apply for a new role, and his whole career trajectory changed as a result.
I want people to understand that confidence isn’t reserved for a select few. It’s not something you’re born with. It’s a skill you can learn at any stage of life
Q: What’s next for you?
Following the Women Thrive Summit, I’m continuing to grow my work through one-to-one programmes, speaking, and my book Step Into Your Spotlight: the TV insider’s guide to feeling confident when all eyes are on you!
More than anything, I want to reach people who feel like they’ve missed their moment and show them that they haven’t.
Your spotlight isn’t something you wait for. It’s something you choose to step into. It’s time for you to step into yours!
Name: Annette Williams
Professional Title: Confidence Hypnotherapist
Bio: Annette Williams is a cognitive behavioural hypnotherapist, author and former BBC TV exec. Now she helps women unblock their confidence, overcome fear, and say “yes” to the life they actually want. Founder of Silverbrook Hypnotherapy, Annette believes you’re not starting from scratch – you’re starting from experience.
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