A new title is emerging in the world of executive support: Founder Associate. Common in start-ups and scale-ups, it mirrors many of the same skills as a senior assistant — influence, prioritisation, and execution — but operates in a world without structure. While assistants bring order to complexity, Founder Associates thrive in chaos, building systems from the ground up. Both roles demand intelligence and courage, but the key question is: do you want to work within a system or build one?
strategic business partner
Stop Waiting for Permission: Leadership Is a Choice, Not a Title
At two recent roundtables on stepping into leadership without a title, the potential in the room was extraordinary — bold ideas, sharp insights, the kind of thinking that could transform organisations. But fear and hesitancy kept much of it unspoken. The truth is simple: no one else can empower you. Leadership isn’t a title, it’s a choice. And the choice is yours to make today.
The Motherhood Penalty and the Assistant Profession
UK campaigner Joeli Brearley revealed this week that mothers earn 33% less than fathers — and in a profession that is 98% women, that matters. Too often, assistants are dismissed as “unambitious,” but what if that perception is simply bias in disguise? When society undervalues mothers, it undervalues women’s work — and that bias bleeds into how assistants are judged. Assistants are ambitious. They run portfolios, align leaders, and manage complexity daily. The real question isn’t why assistants don’t want to progress — it’s why ambition is still defined through a male lens.
Perfection Isn’t the KPI — Impact Is
For assistants, flawless execution often goes unnoticed, while even the smallest mistake is remembered. No wonder the weight of perfection feels crushing. But perfection is the most dangerous KPI — it fuels anxiety, erodes confidence, and overlooks the real value assistants bring. Your worth isn’t in the absence of mistakes, but in the countless unseen outcomes you make possible every single day.
The Smartest Voice in the Room Isn’t Always Yours
If your assistant always agrees with you, you don’t have a partner.
You have a mirror.
And a mirror can’t warn you when you’re about to walk off a cliff.
Here’s the thing:
• The best assistants sense-check decisions and ask why.
• They push back on processes that waste time.
• They flag risks you don’t want to see.
That isn’t insubordination.
That’s what partnership looks like.
Many executives still confuse silence with loyalty. It isn’t.
Silence is fear. And fear kills performance.
If you’ve hired well, you already have someone who sees what you don’t. When they speak up, they’re not undermining you. They’re protecting you. That’s their job.
I tell every assistant I train: your role is not to be afraid of your executive, but to be afraid for them.
So the next time your assistant challenges you, pause before shutting them down. Ask yourself: What am I missing?
Because here’s the paradox: the voice you silence might be the very one that saves you.
The smartest voice in the room isn’t always the loudest.
Sometimes, it’s the one you’re not ready to hear.
EA vs. Chief of Staff: Stop Framing One as a Stepping Stone to the Other
Executive Assistants and Chiefs of Staff may work closely with leaders, but they solve entirely different problems. It’s time to stop treating one as a rung below the other — and start building true career progression within the assistant profession.
How HR Can Unlock the Full Potential of Administrative Professionals
Managing the administrative function isn’t just about filling roles—it’s about empowering a strategic workforce. From better role clarity to growth opportunities, here’s what HR needs to know to elevate and optimise the value of administrative professionals.
Revolutionise Your Role in 2025: Becoming a Strategic Business Partner
2025 is the year administrative professionals redefine their impact and step into strategic roles. Start with a simple yet powerful self-assessment to reflect on your achievements and identify where you can grow. This foundational exercise will help you unlock your full potential and be recognised as an indispensable partner in your organisation.
The State of the Administrative Profession: Where We Stand at the End of 2024
Despite significant progress in changing perceptions of the administrative profession at major organisations, outdated views and underutilisation persist. From misconceptions about assistant capabilities to resistance to change, there’s still work to be done. By embracing strategic skills, advocating for ourselves, and aligning with organisational goals, 2025 can be the breakthrough year for assistants worldwide.