Beware the 'Rookie Guru'

For those of us who care deeply about the future of the Virtual Assistant industry, this is something we can’t ignore.

I’ve always welcomed innovation and fresh voices - our amazing and diverse industry thrives on evolution. But there comes a point where staying silent feels like complicity. Right now, we’re seeing a virtual deluge of individuals stepping forward, calling themselves “experts,” “coaches,” or “mentors,” without the depth of experience, business maturity, or credibility to back it up.

They’re waving flags that, ultimately, they haven’t yet earned, and it's leading others – who are simply seeking guidance - down the wrong path.

My life did a complete 180 degree turn when, in 2008, I walked away from a toxic workplace and stepped into the world of Virtual Assistance. Within six months, I’d replaced my income. Within two years, I was leading a team. And in 2017, I founded the VA Institute - born from a deep personal mission to help others create sustainable, ethical, and profitable businesses of their own.

Since then, together by my business partner Angela Revell, we’ve supported more than 1,500 women to launch and grow successful VA businesses that provide real income, real freedom, and real impact.

This isn’t a hobby for me. It’s not a side hustle. It’s my mission, my legacy, and the future I want to help shape.

My lived experience has been my teacher, and the perspective I’ve gained hasn’t only been shaped by my time in the VA space. Since the mid-1990s, I’ve also partnered with my husband to run a successful photography business. That experience - coupled with the last 17 years in the VA industry - has given me the depth, the battle scars, and the insight that only time can offer.

I’ve made mistakes. I’ve failed. I’ve had moments of doubt. But I’ve picked myself up, learned from every single challenge, and come back stronger each time.

It’s those lessons that allow me to approach business holistically. I’ve learned about risk. I’ve learned how to spot issues before they erupt. And I’ve learned the power of not reacting, but responding - of taking a breath, stepping back, and approaching challenges with strategic clarity.

Those things don’t come from hype. They come from years of doing the work on the front line!

One thing I’ve learned over the years is that the title “Expert” carries real responsibility. In today’s world, where the loudest and flashiest often attract the most attention, it’s easy to be drawn in by surface-level visibility.

But here’s the truth: there’s a vast difference between being visible and being credible - and far too many people are confusing the two.

I’ve seen individuals just a few years into their VA journey positioning themselves as mentors. They promise six-figure success without credible evidence, sell plug-and-play programs that lack depth, and show little understanding of the changing legal landscape as it applies to our industry - putting not only VAs, but their clients, at risk. Worst of all, they hand out dangerous advice like:

“You don’t need a website.”
“Insurance is optional.”
"You MUST niche or you'll never succeed."

Let’s be totally transparent: this is not professional guidance. It’s guesswork disguised as expertise. And it’s leading people straight into overwhelm, burnout, and failure.

Building a business that will stand the test of time takes more than enthusiasm… and I hate to be the bearer of bad news, but there are absolutely no shortcuts.

Solid and sustained success doesn't happen by accident, but achieving it requires:

Solid foundations
Clear structure
Sound systems
Risk mitigation strategies
Client onboarding processes
Financial planning
Legal awareness
And most importantly… a business mindset

That’s why at VA Institute, we don’t sell fantasy or fairy tales. We teach foundation.

From brand identity and website creation to business essentials like documentation, insurance, pricing, and strategic growth - we equip new VAs with practical tools, personalised mentorship, and insights forged through real-world experience.

Because this work goes deeper than Social Media aesthetics — it’s about building something that actually works.

What’s at stake here is not just individual success stories - it’s the reputation of our entire industry.

The truth is that when newcomers follow poor advice, not only do they they fail... but clients lose trust, and we all feel the effects.

I’ve spent nearly two decades working in, and advocating for, an industry that deserves to be taken seriously. The VA industry is a legitimate, future-facing force in the business world. If we want it to grow, we must protect its standards and demand better from those who claim to lead it.

At VA Institute, we are committed beyond all else to the Industry, and that's why absolutely everything we do is grounded in:

Authenticity
Excellence
Sustainability

These aren’t buzzwords. They’re our compass.

And for the sake of the Industry, I will continue to:

Call out misinformation
Share the truth about what works - and what doesn’t
Equip virtual professionals with the tools they actually need
And blaze a trail for those who want to build something meaningful, not just marketable

I won’t apologise for holding this industry to a higher standard - because I know what’s possible when we get it right.

So, I want to leave you with a final thought… and that is, if you’re new to the VA world, be discerning.

Not all advice is equal. Not all leaders are credible.

Look for mentors with runs on the board - not just followers on a screen.

Ask questions. Seek proof. Trust your instincts.

And if you’re someone who’s been around a while and loves the Virtual Industry and all it represents like I do, let’s stand together in protecting the integrity of this industry we love.

Because in the end, truth always outlasts the trend.