Year after year, our articles on goal-setting are among our most read. And yet, despite the interest, the reality is stark: over 70% of assistants still don’t set goals or have a personal development plan.
This year, more than ever, setting clear goals and objectives isn’t just a ‘nice to have’; it’s an imperative.
Why? Because the goalposts have moved.
As we approach 2025, the administrative profession is at a crossroads. Shifts in technology, evolving workplace dynamics, and increasing demands for strategic thinking have fundamentally changed what it means to be an EA.
Many of you will have felt the change. The integration of generative AI into our workflows, the increasing focus on business strategy, and the blurred lines between administrative and operational roles have redefined expectations. What was once seen as a supportive role is now starting to be recognised as a pivotal one.
Yet, with this recognition comes responsibility. The demands on EAs are no longer solely task-driven; they are outcome-focused. Executives need more than support; they need strategic partners. But here’s the catch: how can you deliver value as a strategic partner if you don’t have a strategy of your own?
For some, setting professional goals may feel unnecessary or even daunting. After all, your work is inherently tied to the objectives of your executive. But here’s the truth: aligning with their objectives doesn’t mean neglecting your own. In fact, the most effective EAs are those who approach their work with the same strategic mindset their executives employ.
Goals give you a clear roadmap. They help you prioritise your workload, identify opportunities for growth, and manage your time effectively.
When you set measurable objectives, you can better demonstrate your value. Tracking your contributions in tangible ways is key to earning recognition and advocating for better compensation or career progression.
The pace of change in business isn’t slowing down. By setting goals, you create a framework that helps you adapt to new challenges, whether they’re technological, organisational, or personal.
If you’ve never set formal goals before, it’s tempting to continue as you always have. But ask yourself: is that approach still serving you?
Without goals, you risk stagnation. The world increasingly demands agility, innovation, and strategic foresight. EAs who fail to set objectives will find themselves left behind. Worse still, they may miss the opportunity to shape their own narrative within their organisation.
In 2025, the most successful EAs won’t be those who simply ‘get things done’. They’ll be the ones who approach their roles with intention, clarity, and a strategic mindset.
Take the time to set your objectives. Align them with your executive’s goals, but don’t stop there. Make space for your growth, your aspirations, and your potential.
The goalposts have moved. Are you ready to meet them?
