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I’m Alison. A business strategist, leadership coach, and builder advocate.
ABOUT
Hey there
For more than two decades, my work has lived at the intersection of business growth, leadership development, and helping people build something meaningful.
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I’ve worked with hundreds of contractors, entrepreneurs, and leaders to grow their companies, strengthen their teams, and gain clarity on the direction they want their businesses — and their lives — to take.
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But the truth is, the path that led here was anything but linear.
And the story behind Willow House is really a story about recognizing patterns — and choosing to do something different.
WHAT'S IN A NAME..
Why It’s Called Willow House
Willow trees are known for their strength and resilience.
They bend without breaking. They adapt. Their roots grow deep enough to stay steady even when the environment around them changes.
That image stayed with me as I reflected on my own career.
For years I kept repeating a pattern — building something meaningful, stepping into traditional leadership roles, and eventually realizing that my greatest impact always happened when I was working independently.
The name Willow House captures both of those ideas.
The willow represents resilience, growth, and the ability to adapt without losing your foundation.
And the house represents something equally important.
A house is intentional.
It’s built on a foundation.
It’s designed with care.
It holds space for the people inside it.
It isn’t scattered or chaotic.
That’s the kind of environment I wanted to create with this work — a place where leaders can step out of the noise, have real conversations, and build something meaningful in their businesses and their lives.
Sometimes the hardest part isn’t the work. It’s having to prove you belong in the room.
Why Women in Construction Matters
Over the years I kept finding myself in rooms where I was the only woman.
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Sometimes I was there as a consultant.
Sometimes as a coach.
Sometimes as someone who had spent years working inside the industry.
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And again and again, I noticed something.
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Even when I had more experience, more context, and a deeper understanding of the challenges builders face, there were moments where it was clear that being a woman still shaped how I was perceived.
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In fact, there were times when clients requested another coach simply because I was female.
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The irony was hard to ignore. I had spent more than a decade working alongside contractors and builders, helping them grow their companies and solve real problems. Yet in some cases, people with far less experience were automatically seen as more credible — simply because they were men.
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If you’re a woman in construction, you’ve probably felt some version of this.
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You walk into the room knowing you’ve earned your place.
But you also know you may still have to prove yourself in ways others don’t.
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Those experiences didn’t push me away from the industry.
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They made something very clear.
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Women in construction need stronger networks.
We need spaces where our leadership is recognized.
And we need communities where we can talk openly about the challenges that come with building careers and businesses in this industry.
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That’s why the BuildHER community exists inside Willow House.
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Not as a reaction.
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But as a place where women who are building companies, working inside the trades, or leading teams in construction can connect with others who understand the journey.
This space is very special to me.
THE WORK I DO
Today my work focuses on helping leaders gain clarity, strengthen their businesses, and build lives that feel aligned with their values.
Through Willow House I work with:
• builders and contractors
• business owners and entrepreneurs
• women working inside the construction industry
• leaders who want to sustain their energy and performance
The goal isn’t just growth.
It’s building something meaningful — in business and in life.
GET TO KNOW ME
A Few Things That Shaped My Perspective
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I’ve spent more than two decades working in business growth, leadership, and strategy. Over time I’ve learned that the biggest breakthroughs rarely come from tactics — they come from clarity.
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I’ve built businesses, helped run contracting companies, coached hundreds of leaders, and stepped back into traditional roles more than once. Every experience reinforced the same lesson: alignment matters more than titles.
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The conversations leaders need most often don’t happen in boardrooms. They happen in honest spaces where people can step back, think clearly, and challenge the patterns they’ve been repeating.
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Today I bring that experience into the work I do with builders, business owners, and leaders who want more than surface-level advice. My role is often to help people step back, see the bigger picture, and move forward with clarity and confidence.
The Pattern I Finally Recognized
The Pattern
Stay Connected to Willow House
I share reflections on leadership, business, vitality, and the realities of building something meaningful. From time to time I send thoughtful notes, insights, and invitations to conversations inside the Willow community.
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No noise. Just perspective.
TESTIMONIAL
