Let’s get one thing straight: not every assistant is a leader. Not every assistant wants to be a leader. And that’s not just OK, it’s powerful.
Lately, there’s been a wave of online noise insisting that if you’re an assistant, you’re automatically a strategic partner, a hidden executive, a CEO in disguise. “You’re the boss,” they say. “You’re what keeps the company running.” And while yes, assistants are absolutely the backbone of countless businesses, this narrative is starting to feel less like empowerment and more like pressure.
Because here’s the truth: many assistants don’t aspire to run the show. They don’t dream of leadership summits or boardroom strategy. They like what they do, the structure, the support, the calm behind the curtain. They’re not trying to “level up.” They’re just trying to do a great job, go home on time, and live a good life.
And for some reason, the industry has decided that’s not enough.
The thing is, there is a place for assistants at the boardroom table. At the highest levels, assistants can become strategic voices, trusted advisors, and yes, leaders in their own right. But that doesn’t mean every assistant should be expected to go above and beyond their job role just because that opportunity might exist in order to fight against an outdated view from others of the impact they make.
We’ve got to stop confusing possibility with pressure.
Because here’s the quiet damage that narrative does, especially in a majority-female profession: it feeds the monster of imposter syndrome. If every post, every event, every conversation is shouting that “you should be more,” then what happens if you’re happy where you are? What if you like being an assistant without needing the extra weight of leadership?
That doesn’t make you small. It doesn’t make you unambitious. It makes you honest. It makes you human.
Becoming a leader takes a specific skillset, time, effort, mental energy, and often a shift in lifestyle. Some assistants want that (I did, and with the right company and boss, I chased it). But a lot of others? They just want to be brilliant at their current role without being told it’s not enough.
And frankly? That should be enough.
Let’s stop oversimplifying what assistants do. This isn’t about managing diaries or booking flights, it’s about understanding the commercial landscape of a business and making decisions that support its success. Assistants mitigate risk, protect executive bandwidth, manage internal and external relationships, and often carry institutional knowledge no one else in the room holds.
They know which meetings matter and which ones waste time. They flag issues before they surface, manage communication with precision, and keep pace with the operational pulse of the business, often faster than the people at the top. They’re not only gatekeepers, they’re connectors, strategists, problem-solvers, and trusted advisors in moments that count.
This isn’t emotional labour or nice-to-have support. It’s business-critical, high-trust, high-impact work and it deserves to be seen, respected, and properly understood.
So let’s stop glamorising the idea that we have to outgrow it in order to be taken seriously. Instead, let’s create space to celebrate assistants who are exactly where they want to be, whether that’s supporting a team of one or managing a global exec. Whether you’re handling logistics or leading operations. Whether you’re in the boardroom or behind the scenes.
There’s power in showing up fully as you are. And there’s pride in doing your job, really doing it, with intelligence, care, and commercial clarity.
This role doesn’t need rebranding, it needs reclaiming.
We don’t need another hashtag telling us who we should be. We need honest conversations about who we already are and the freedom to define success on our own terms.
So to the assistant who isn’t chasing leadership, who doesn’t want the spotlight, who just wants to be great at their job and live a balanced life…we see you. You belong here just as much as the ones with a seat at the table. Your work matters, your role is valid, and you are not “less than” for choosing your version of enough.
And to those leading assistants, the ones who do want more, who are building careers beyond the traditional model, we see you too. Your ambition is inspiring, your path is powerful. But it doesn’t have to be the only one.
The strength of our industry isn’t in sameness. It’s in the diversity of what we bring, who we are, and how we work.
Let’s stop pushing one narrative and start making space for all of them.
