Alright – so today we’ve got the honor of introducing you to Cynthia Dixon. We think you’ll enjoy our conversation, we’ve shared it below.
Cynthia, thanks for joining us, excited to have you contributing your stories and insights. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?
The name CYNASSISTS came about through a thoughtful process with the help of my closest friends. ‘CYN’ is a nickname they’ve always called me, short for Cynthia, and when I was brainstorming a business name, it just felt right. The services I was offering—business coaching, virtual admin support, executive coaching, and professional development for admins—centered around assistance. That’s who I am at my core: someone who loves to assist and elevate others. The name embodies both my personal and professional identity, with a give-back initiative that reflects my commitment to service. It represents every element that makes me, and my company, unique. You can find more about this journey on my website, www.cynassists.com, but ultimately, CYNASSISTS was born from my passion for helping others succeed.
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?
My name is Cynthia L. Dixon, and I proudly wear many hats: wife, mother of three amazing boys, and entrepreneur. As the Founder and CEO of CYNASSISTS™, I’ve created a professional virtual administrative firm that provides top-tier support to C-Suite executives, publicists, life coaches, and entrepreneurs. My journey into this industry began after spending over 20 years as a Chief Administrative Officer in corporate America, supporting high-level executives at Fortune 500 companies and non-profits.
However, my career path took an unexpected turn after the birth of my middle son. While on maternity leave, I was ‘let go’ due to my company downsizing. It was a difficult moment to process, but once I got out of that cloud, I remembered the conversations I had with God about my desire to work from home, so I could be present for my boys—there when they came home from school and able to make it on time for family dinners. After winning my settlement, I took that as a sign. It was time to create my own opportunity.
In 2014, I made the leap and founded CYNASSISTS™ to offer exactly the kind of support I knew entrepreneurs and executives needed. At CYNASSISTS™, we provide business coaching, virtual admin support, executive coaching, and professional development for administrative professionals. Our goal is to help clients maximize their time, find work-life balance, and improve efficiency by implementing systems that streamline their operations. The work we do allows executives and organizations to focus on what matters most—whether that’s scaling their business, finding time for family, or increasing their bottom line. I’m proud that our clients can ‘exhale’ knowing that we’re there to take care of the details. As I like to say, ‘No one should have to do it all by themselves when they have someone qualified to assist.’
What truly sets me apart, especially when it comes to my admin coaching intensives, is the personalized and holistic approach I take with each client. Before we even get into the technical training—whether the client’s employer has hired me or they are looking to upgrade their skill set from Admin to Executive Admin—I take the time to tap into who they are as individuals. Admins need to understand the power in their position, and I coach them to see that. I help bridge the gap between the needs of their organization and their personal career goals, ensuring they feel empowered and equipped to excel both professionally and personally.
I am also passionate about mentoring and training other administrative professionals. It’s incredibly rewarding to elevate others, whether through one-on-one coaching or professional development training for executive assistants. As Maya Angelou said, ‘When you get, give. When you learn, teach.’
I am proud to be a member of the International Virtual Assistants Association (IVAA), which furthers the education and professional development of those in the virtual assistance industry.
Ultimately, my mission is simple: to assist others in realizing their full potential and to create space for success—both in business and in life. CYNASSISTS™ is about more than just offering administrative services; it’s about empowering others to achieve their dreams.
I’m originally from New York, currently residing in Maryland, and I hold a Bachelor of Science degree from Langston University, an HBCU in Oklahoma. My passion for service stems from my belief in its power to transform lives—something I’ve been fortunate to witness firsthand throughout my career.
Have you ever had to pivot?
’ve had to pivot several times throughout my journey, but one of the most significant pivots came when I shifted my mindset around pricing my services. Early on, I started by offering my services for free to build a portfolio and gain experience. As I moved forward, I began charging what I thought people could afford, trying to accommodate their budgets rather than valuing my own expertise. However, after investing in professional coaching and personal development, I realized that I wasn’t charging for the true value I was bringing to the table.
This was a pivotal moment for me. I had to change my client avatar and focus on the right clients who understood the level of service I provided. It was about having the confidence in who I was and knowing the value of my time. Once I embraced that, raising my rates felt natural, and I began attracting clients who appreciated and were willing to invest in that value.
Another pivotal moment came when I was flown in to train an Executive Assistant, and during that trip, the Chief Director asked me to stay and help them with work-life balance. That experience opened my eyes to a significant need among executives—many of them weren’t fully utilizing their administrative support or didn’t know how to delegate effectively. I saw an opportunity to address this gap and created a customized intensive that teaches executives how to work with their admins, manage up, and align their career and personal goals. This pivot allowed me to expand my offerings and serve my clients in a more holistic way, focusing not just on admin support but also on their overall success.
These pivots have shaped the evolution of my business and helped me deliver even greater impact.
How’d you build such a strong reputation within your market?
When I first started CYNASSISTS™, I knew that word of mouth would be key in building my reputation. I allowed people to sample my work and provided support to organizations I wanted to serve, often in exchange for testimonials. Those testimonials were invaluable in validating my work and spreading the word about my services.
I also took the time to invest in myself, seeking out business coaches who helped me get focused and pinpoint my ideal clients. They guided me in understanding how much my clients needed to earn for me to reach my own business goals. Networking has also played a major role—I made it a priority to be in the right rooms, where I could introduce my services to potential clients and partners.
My professional experience also helped me stand out. Having a strong resume that includes my time as a Chief Administrative Officer and being a proud Microsoft alum gave me credibility in the industry. My background reassured clients that I had the skills and expertise to support them at the highest levels.
In the end, it’s been a combination of providing real value, investing in my growth, and building genuine connections that helped establish my reputation in the market.
Contact Info:
- Website: https://cynassists.com/
- Instagram: https://www.instagram.com/cynassists
- Facebook: https://www.facebook.com/Cynassists
- Linkedin: https://www.linkedin.com/in/cyndixon/
