We were lucky to catch up with Ashley Waters recently and have shared our conversation below.

Ashley, looking forward to hearing all of your stories today. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

One of the most significant trends I’ve seen in the executive assistant industry is an increasing recognition among leaders and CEOs of the need for support. Traditionally, many top executives have prided themselves on their ability to handle multiple tasks and heavy workloads independently. However, there’s a growing realization that this approach isn’t always the most effective or sustainable.

A great example of this shift occurred during a consultation with a CEO who was exceptionally candid about his challenges. He expressed feeling overwhelmed, struggling to manage his time, and generally finding it difficult to keep up with the demands of his role. In our brief 20-minute conversation, I introduced several strategic interventions that could alleviate his workload, such as email management and organizational restructuring.

The impact was immediate. By the end of our call, he already felt more in control and optimistic. Over the next few days, as we implemented these strategies, he experienced significant relief and a noticeable improvement in his daily operations. This experience highlighted a crucial lesson: even the most capable leaders can benefit immensely from delegating certain responsibilities. It allows them not only to focus on their core executive functions but also to lead more effectively and efficiently.

This trend is promising because it opens up numerous opportunities for executive assistants to play a more integral role in the success of both individuals and organizations. However, it also presents challenges, as it requires a shift in mindset for many leaders who are accustomed to maintaining tight control over all aspects of their operations. For executive assistants, the challenge is not just in providing support but in demonstrating the strategic value of our services in enhancing overall business efficiency.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I am the founder of First Sonshine & Grace and the CEO of Sonshine Executive Assistants. Sonshine Executive Assistants specializes in providing comprehensive support to CEOs and business leaders, helping them manage the essential tasks that can distract from their core responsibilities.

As a mom to a young toddler, I understand firsthand the importance of balancing a demanding career with personal time. This personal insight inspired the foundation of Sonshine Executive Assistants, aimed at helping professionals achieve a better work-life balance by handling their administrative tasks efficiently.

Our services are customized for each client, enhancing their business operations and personal well-being. We enable leaders to focus on their high-level responsibilities while also enjoying life’s important moments. The positive feedback from our clients, who have seen remarkable improvements in their professional and personal lives, is what I am most proud of.

For those looking into our services, Sonshine Executive Assistants offers more than just administrative support; we provide a partnership that respects and prioritizes your entire well-being, handling all your needs with the highest professionalism and discretion.

We’d love to hear the story of how you turned a side-hustle into a something much bigger.

Yes, my side hustle did indeed evolve into my full-time business, which has been both a challenging and fulfilling journey. Initially, I was juggling a traditional 9 to 5 job while managing my kside business. However, it reached a point where the dual commitments became overwhelming—not just for me but for my clients as well. They started to feel the strain of not getting the best of my abilities, and their feedback made me realize something had to change.

The decision to shift to entrepreneurship wasn’t made lightly. For years, I hesitated due to fear and the comfort of job security. But as time passed, my side hustle, where I truly found my fulfillment, started to demand more of me. It was clear that I couldn’t advocate for balance and effective leadership if I wasn’t practicing these principles myself. The real turning point came when I recognized that my current path no longer made me happy or fulfilled. I had to ask myself, “What could my life look like if I fully committed to my passion?”

So, I took a leap of faith. Once I did, the growth was immediate. I was able to expand my client roster and hire additional executive assistants to meet the increasing demand. This scale-up was a key milestone because it not only helped alleviate my workload but also enhanced the quality of service we could provide.

Reflecting on this journey, I often wonder how things might have been if I had embraced entrepreneurship sooner. While I have no regrets, it’s intriguing to consider what further growth and opportunities could have been possible earlier in my career. This experience has taught me the power of stepping out of one’s comfort zone and the importance of following one’s passion to lead a truly fulfilling life.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Word-of-mouth referrals. Each client I’ve worked with has come through a recommendation from someone else who has experienced the high-quality, impactful services we provide at Sonshine Executive Assistants.

Clients not only appreciate the visible improvements in how they manage their businesses and personal lives but also value the confidential nature of our relationship. As their right-hand person, we are privy to a lot of sensitive information, which reflects the level of trust they have in us. This trust is critical because it positions us as not just service providers but as essential partners in their lives. It’s this trust and the exceptional results we deliver that often lead them to share their positive experiences with peers, further enhancing our reputation.

In essence, our reputation has grown because we consistently deliver exceptional service that significantly improves our clients’ professional and personal outcomes. This effectiveness, noticed and discussed among peers and colleagues, is what has really helped propel our presence in the market.

Contact Info:

• Website: https://hisonshine.com
• Linkedin: https://www.linkedin.com/in/ashleyjwaters