Calling assistants “magicians” or “work wives” may seem harmless, but it can diminish the professional expertise they bring to their roles. These terms reinforce outdated stereotypes and overlook the strategic value assistants provide. To ensure their work is respected, it’s crucial to use language that reflects their true contributions.
Author: Lucy Brazier OBE
Lucy Brazier, OBE is one of the world’s leading authorities on the administrative profession. Author of ‘The Modern-Day Assistant: Build Your Influence and Boost Your Potential’, she is the CEO of Marcham Publishing, a global force synonymous with world-class conferences and training, including Executive Support LIVE and Modern-Day Assistant, and home of Executive Support Magazine, the gold standard of training in print for administrative professionals. Lucy is passionate about ensuring the Assistant role is truly recognised as a career and not just a job and is dedicated to supporting the development of both senior and aspiring administrative professionals. She has keynoted at almost every major conference for Assistants in the world and has a unique overview of the role and where it is heading. Lucy is also part of our Speaker Bureau. If you are interested in Lucy training your Assistants or speaking at your event, either virtually or in person, please visit executivesupportmagazine.com/speaker-bureau.
The Assistant’s Core Mission: Maximizing Executive Efficiency
An assistant’s primary role is to give their executive back their time, ensuring their focus remains on high-value tasks. By working in sync, assistants and executives create a powerful partnership—two skillsets forming one highly effective unit. When leveraged correctly, this dynamic drives productivity and business success.
The Hidden Cost of Overloaded Assistants: Why Saying “No” is Essential
Many assistants are struggling with unsustainable workloads, especially when supporting multiple executives. Burnout is rising, and the ability to manage time effectively is being stretched too thin. If you’re feeling overwhelmed, a time audit can help you gain clarity and advocate for better workload management. Plus, learning to say “no”—firmly and effectively—can be a game-changer in maintaining balance.
The Best Investment You Can Make: Hiring an Assistant
Thirteen years ago, I launched my business, pouring every ounce of energy into its success. But no matter how hard I worked, 24 hours was never enough. The real breakthrough came when I realized that not hiring an assistant was costing me more than I thought. Investing in support wasn’t an expense—it was the key to unlocking my full potential.
Join me on April 24 for a free webinar where I’ll share how leveraging your assistant’s skills can boost efficiency, increase productivity, and drive cost savings straight to your bottom line.
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Being an Assistant Is a Career—Not Just a Job
Many assistants have faced the question: “What do you want to be when you grow up?” For most, this isn’t just a stepping stone—it’s a career of choice. The role of an assistant requires exceptional skill, discretion, and emotional intelligence. Whether you’re an administrative or executive assistant, your work is critical to business success. It’s time to shift the narrative and recognize the assistant profession for what it truly is—a strategic and valued career path.
Standing Out in Interviews: The Power of Authenticity
The job market is tough, and many professionals struggle to stand out in interviews. While it may be tempting to shape yourself into what you think a company wants, the best approach is to be authentically you. The goal is to find a role where you truly fit—both in culture and skillset. Trying to be something you’re not is exhausting and unsustainable. Confidence in who you are will lead you to the right opportunity. The right job for you is out there, and it will come when you stay true to yourself.
Assistants as Strategic Assets: Shifting the Perception from Cost to Investment
Viewing an assistant as a cost rather than an investment is a fundamental misunderstanding of their role. Assistants enable executives to focus on high-value tasks, optimize workflow efficiency, and reduce stress—all of which contribute directly to business growth. Their specialized skills, from process implementation to project management, drive productivity and profitability. However, spreading assistants too thin diminishes their impact. When utilized correctly, every hour they save for a manager translates directly to the bottom line. It’s time to position assistants as strategic assets rather than overhead costs.
Maximizing Productivity: The Power of Proper Assistant-to-Executive Ratios
Delegation is key to business efficiency, but it only works when assistant-to-executive ratios are properly balanced. Overloading assistants leads to burnout, decreased efficiency, and bottlenecks in productivity. A well-utilized assistant is an investment—ensuring executives focus on high-impact decisions while maintaining quality and efficiency. Leaders must actively monitor these ratios to create an environment where both executives and assistants can thrive.
Your Assistant is Not ‘Just an Assistant’—They’re a Subject Matter Expert
Administrative professionals are more than support staff—they are highly skilled Subject Matter Experts (SMEs) essential to business success. From optimizing workflows and managing communication to mastering technology and handling confidential information, assistants possess expertise that ensures seamless operations. Their ability to think strategically, adapt to change, and solve problems makes them invaluable assets in any organization.
Making a Business Case for Change: How to Get Buy-In for Your Ideas
Want to take on more responsibility, become more strategic, or implement changes in your role? The key to success is framing your request as a business case, focusing on the benefits to your executive and the organization—not just what’s in it for you. By demonstrating business acumen and aligning your proposal with company priorities, you increase the chances of getting buy-in and positioning yourself as a strategic asset.
