What Makes a Great Executive Assistant, with Yvette Simpson

There's a moment every VA or EA hits where you wonder if you're just ticking off tasks or actually making a difference to the business you support. It's easy to feel like the value of your work is invisible, especially when you're doing it well and nobody notices the chaos you've quietly prevented.

This week's guest has spent close to three decades answering that exact question, both inside corporate EA roles and now running her own consultancy. She's got firm views on what actually makes someone indispensable, and none of it comes down to how fast you can manage an inbox.

In this episode, Adrienne Donnelly is joined by Yvette Simpson, founder of The Y Principle, a fractional operations and executive support consultancy. Yvette shares what nearly 30 years of partnering with C-suite leaders and founders has taught her about trust, positioning, and building a business that doesn't rely on being the only one who can do the job.

You'll hear about:

• What actually separates a good assistant from a great one
• Building trust with clients you may never meet in person
• Why "fractional" might be the smartest word in your positioning
• Using emotional intelligence to stand out in an AI driven world
• Bringing AI into your workflow without losing the human touch

Yvette's approach is a good reminder that this work comes down to the trust you build, the language you choose to describe what you do, and knowing when to bring in support instead of carrying it all yourself. If you've been quietly wondering whether you're doing this the right way, this conversation might just put your mind at ease. 🌱

Resources and Links:
🌱 Join the Seed VA community:
Website: www.seedvirtualassistants.com.au
Instagram: @seedvirtualassistants
Facebook Group: Seed VA - Australian Virtual Assistant Community
Learn more about the Inner Circle: Seed Inner Circle

📲 Connect with Yvette Simpson:
Website: www.the-y-principle.com
Instagram: @the_y_principle
Facebook: The Y Principle
LinkedIn: Yvette Simpson

If this episode made you feel a little less alone or gave you something to think about, share it with a fellow business bestie. And don't forget to subscribe so you never miss what's new on Seed to Success. 🌱