We caught up with the brilliant and insightful Raush Salhi a few weeks ago and have shared our conversation below.
Raush, looking forward to hearing all of your stories today. What was the most important lesson/experience you had in a job that has helped you as a business owner?
You know, the biggest lessons I’ve learned as a business owner haven’t come from things always going smoothly. In fact, it’s been the roadblocks and outright failures that have taught me the most. They’ve really been invaluable in figuring out how to navigate challenges. I actually shared a story recently with a group of solopreneurs that perfectly illustrates this. Early in my career, I had a boss who was incredibly difficult to get a hold of. She ran this big international marketing agency, and as her business development and marketing lead, I desperately needed her time to push important initiatives forward. But she’d just constantly ghost our scheduled meetings, decline calls, and pretty much avoid me for what seemed like no real reason other than her crazy schedule. I distinctly remember sitting at my desk, feeling completely defeated. And then, it just hit me: instead of dwelling on the fact that she wouldn’t come to me, I needed to find a way to go to her. I started watching her patterns and noticed she regularly ordered McDonald’s for lunch—it seemed to be her little “happy place.” So, I decided to try something a little unconventional. I prepped the documents I needed her to review, added a brief, clear note, and sent them up with her McDonald’s delivery (regularly). And you know what? It actually worked! Later, she even told me how impressed she was with my persistence and that unique approach. That whole experience taught me some really critical lessons that have been absolutely instrumental in my journey as a business owner. First, it taught me to think strategically: don’t just keep hitting your head against the same wall. Take a step back, observe, and try to find an unconventional path. Second, it reinforced the importance of never giving up: the first, fifth, or even tenth attempt might not work. But persistence, especially when you pair it with a bit of creativity, really does pay off. And finally, it highlighted the need to go to their space: don’t expect everyone to always meet you on your terms. Try to understand their preferences and find ways to integrate into their world. This applies to clients, team members, and anyone you’re collaborating with. These lessons have honestly translated into pretty much every aspect of what I do now, from how I engage with clients to how I work with my team. Recognizing that everyone operates differently and being able to adapt your approach accordingly isn’t just helpful—it’s absolutely essential for success.
Raush, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’ve spent a little over 15 years building an international career across a pretty wide range of industries—think tech, investment, media, advertising, and consumer brands. My journey involved supporting CEOs, CFOs, CMOs, board members, and visionaries at literally every level, giving me a front-row seat to the ‘dos’ and, honestly, even more ‘don’ts’ of the business world. This experience really hammered home a crucial lesson for me: to truly own your career, you absolutely have to work smarter, not harder. What really lit a fire in me was being that ‘one-woman show’ behind the scenes – the one always there to help others be the brand, hit their targets, ease bottlenecks, communicate effectively, and manage big, complex projects.
Behind the business, I’m a best friend to data, a self-proclaimed master organizer (of literally everything), a detail-obsessed queen, and a storyteller. I’m an unrelenting perfectionist who loves coffee with a donut, and I’m pretty blunt, but always lead with grace. Outside of work, you can usually find me deep into a true crime documentary, scouting out the newest coffee bar, exploring nature with my mini-me daughter and husband, or planning my next organizational project, which often involves a very fun trip to The Container Store!
That passion for strategic support, seeing how much impact one dedicated person can have, is actually what led me to first create Savvy Assistant Co. I wanted to help individuals and businesses thrive by providing that essential behind-the-scenes support. From there, it became clear there was a larger need, which inspired the founding of The Assistant Collective. My core belief is that we can empower both talented virtual assistants and ambitious businesses to reach their absolute full potential. We’ve built this incredible community that connects skilled, North American-based virtual professionals with entrepreneurs who need that strategic partnership.
Our focus is especially keen on solopreneurs and small to medium-sized businesses, because we deeply understand that unique struggle of trying to do it all when you’re a lean operation. You’re often juggling client work, marketing, administration, content creation, and a chaotic schedule, feeling overwhelmed and stretched thin. That’s where we come in. We don’t just offload tasks; we provide intelligent partners who truly grasp your vision and help you achieve your big goals—building genuine, growth-focused partnerships. While The Assistant Collective is our primary focus, I still personally handle a handful of core clients on a case-by-case basis, for those who need a more direct, highly specialized engagement.
We offer a comprehensive suite of services designed to address those pain points head-on. This includes everything from administration support like email and calendar management, booking, travel coordination, and document creation, to robust marketing assistance covering social media management (audits, content, scheduling, engagement across all platforms), email marketing, content creation (newsletters, blogs, press releases), and even podcast support. We also dive into tech support for integrations and troubleshooting, and even resource management like creating job ads, screening resumes, and supporting onboarding. Our goal is to streamline systems and processes, drive impactful marketing and storytelling, deliver stunning graphic design, and ensure 5-star customer service. The valuable results for our clients are tangible: they regain precious time, increase their revenue, implement efficient systems, and ultimately, streamline their entire operations, leading to higher lead conversion rates and significant business expansion.
What truly sets us apart is this focus on being a strategic partner rather than just a task-offloading service. We believe a great assistant clears a client’s path, not just their to-do list. And we don’t just find great assistants; we invest deeply in their success too. We provide ongoing training, foster a thriving community among our assistants, and give them access to a network of experts, ensuring they’re always equipped to drive our clients’ businesses forward. For potential clients, I want them to know that with The Assistant Collective, you’re not just hiring help; you’re gaining a dedicated, strategic partner committed to your success. We believe in working smarter, building strong relationships, and always finding a way to make things happen for you.
How about pivoting – can you share the story of a time you’ve had to pivot?
My background and passion were always deeply rooted in international marketing and communications. I thrived on the fast pace, I loved the pressure, and for a long time, that’s exactly where I wanted to be. But after years of that high-octane environment, I eventually hit a point where I realized I was genuinely burnt out. The challenges just weren’t there anymore, and I started craving something different, something equally engaging but with a fresh perspective.
So, I did what many people considered pretty crazy at the time: I decided to quit my corporate job and leap into entrepreneurship as a content marketer in Dubai. And honestly, it took off like wildfire! I was incredibly lucky, building a thriving business almost overnight. But, as life often does, it threw a curveball. For personal reasons, my now-husband and I made the big decision to relocate to Canada.
Suddenly, I was back at square one. I couldn’t simply transfer my Dubai business, and so I found myself landing back in the corporate world for a bit. Then, I was blessed with a baby, and those late nights with a newborn brought a whole new spark for what I wanted my future career to look like. It was during that time I saw an opportunity to work for myself again and truly carve out a unique niche.
I pivoted to become an Executive Assistant specifically in the marketing and communications space, serving the C-suite level I’d always been accustomed to. But this time, it was different. I wasn’t just an employee; I was a partner in their business in ways I could never have imagined. Having been on so many sides of the working equation—from high-pressure corporate roles to a booming entrepreneur, navigating international moves, and then finding a new path as a strategic EA—has made me incredibly well-rounded. It gives me a perspective that I believe sets me apart in a crowded space, allowing me to offer something truly unique beyond what the next person might claim as their expertise. It’s been a wild ride, but every pivot has taught me invaluable lessons and shaped who I am today.
What’s worked well for you in terms of a source for new clients?
This is, at its core, a people business. True solopreneurs—and by that, I mean individuals or small teams wearing many hats—aren’t just looking for someone to check off tasks. They’re genuinely seeking a strategic partner who’s in it with them for the long haul. I’ve had clients who’ve stuck with me for nearly five years now, not because they have to, but because I’ve become an integral part of their operation. I’m there to keep their business running smoothly and, crucially, to think one step ahead, focusing not just on the daily tasks but on their growth and ability to scale.
While I know everyone talks about social media, paid ads, and other digital strategies—and those absolutely have their valid time and place—for my business, the most powerful source has consistently been strong relationships driving vetted referrals.
The in-person touch has also been key. I’ve been fortunate to speak at shared workspaces and various events, which gives me a chance to tell my story, share actionable insights, and let the audience get a real sense of who I am and the kind of person standing behind the brand and their business. You really can do a lot with very little when you focus your energy smartly. It’s about picking and choosing where your resources are best spent, because just because a strategy exists, like social media being the norm or cold outreach, doesn’t mean it’s the right fit for your specific business.
Contact Info:
- Website: https://savvyassistant.co/
- Linkedin: https://www.linkedin.com/in/raushanna-salhi/
- Other: https://www.linkedin.com/company/savvy-assistant-co/
Image Credits
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