The pre-summit and post-summit masterclass programs are designed to give you the tools you need to succeed in your role, maximize your career opportunities and make the most of every interaction.

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Monday October 19, 2020

Overcome the Overwhelm

with Lauren Parsons

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Wednesday October 21, 2020

The Business of Being a Top EA

with Phoenix Normand


Led by: Lauren Parsons

This full-day masterclass will be held on Monday October 19, 2020


Feeling stressed or overwhelmed with your workload? Tired of constantly juggling dozens of things at once?

This masterclass will help you get out of the ‘overwhelm trap’, showing you how to regain control, boost resilience and super-charge your productivity so you make the most of every day.

It’s common, even for high-performing professionals to feel overwhelmed at times. With the current rate of change, impact of technology and level of connectivity we now experience, it can be difficult to switch off or to prioritize so many competing demands. If you’ve ever wanted to know how to break out of that cycle and start to achieve more with less time, this session is for you.

Learn exactly how to juggle the multiple demands of life, work and family, while staying in control. Enjoy extraordinary energy and vitality throughout the day. Strengthen your communication skills to set boundaries that keep you in-balance. Transform the way you approach and structure your life and workflows so you achieve much more in less time, regain balance and experience more joy and satisfaction.

Designed exclusively for EAs and PAs, and for the Corporate PA Summit, this is a must-attend session for any busy admin professional who wants more personal and professional success.


Lauren is an award-winning Wellbeing Specialist who believes that everyone deserves to thrive. She is passionate about equipping and inspiring people to truly boost their health and happiness. With 19 years’ experience in the health and wellbeing profession she is a sought after speaker, coach and consultant.

Described as inspiring and life-changing, Lauren is a dynamic and highly-engaging presenter, and master story-teller who will have you laughing, moving and learning in a memorable way. You will leave Lauren’s session feeling uplifted and empowered to create positive change, today!

TEDx speaker, Author of real food less fuss, and Seven Fitness Myths to Overcome, founder of the Snack on Exercise movement and regular contributor to AAPNZ and Executive Secretary Magazine among other international publicationsLauren helps busy people re-discover how to feel vibrant, confident and energized.

Based in New Zealand, where she lives with her husband and three children, she can often be found hosting dinner parties, spending time outdoors or playing board games. Lauren travels regularly to speak at conferences or in-house, and specializes in helping organisations create a high-energy, peak-performance team culture, which enables people to thrive.



8.30 Registration and welcome coffee

9.00 SESSION 1: Secrets to Remaining Resilient and Highly Energized

Discover the essential (but not often used) daily routines that set the foundation for your mental, physical and emotional wellbeing. Uncover the secrets to massively strengthen your energy, focus and resilience so you perform at your best.

  • Learn the worst way to start your day and what to do instead
  • Discover how to ‘win the day’ from the moment you wake and the top morning routines successful people use to ensure a magnificent day
  • Discover the negative consequences of poor sleep and how restorative sleep enhances every system in your body and brain
  • Improve cognitive performance and decision-making ability by establishing daily routines that will augment your sleep and boost your vitality
  • Learn how to engage in deep restorative sleep and wake up feeling refreshed and energized ready to perform at your peak

10.30 Morning coffee

11.00 SESSION 2: Overcome the Overwhelm

This session will help you carve a pathway through the overwhelm and show you how to get the most important things done each and every day. You’ll massively boost your effectiveness and remain cool calm and collected, even on the busiest of days.

You’ll discover:

  • The biggest mistake that makes you lose hours every week (and how to overcome it)
  • How clarity around what is truly important will transform your decision making ability
  • Exactly how to overcome the ‘tyranny of the urgent’ and get the right things done
  • How and why to carve out time for yourself to increase your resilience
  • The critical mindset shift and practical steps to ensure you take regular time to recharge – completely guilt free
  • How to create a calm, positive atmosphere in which you can thrive
  • The steps to reduce anxiety and be confident and centred within seconds, regardless of what’s going on around you

12.30 Lunch

1.30 SESSION 3: Super-charge Your Productivity – Less Stress, More Joy

Imagine being so productive and focused, you achieve all your key tasks in less than a standard workday and head home early, completely satisfied and feeling ahead of the game, ready to spend quality time with your loved ones. Packed with practical time-saving tips to reduce stress and help you achieve more with less time, this session can help make that a reality.

  • Understand the best places to focus your time and effort to live life the way you really want
  • Discover a revolutionary way to plan and schedule your week that will transform your life
  • Maximise your productivity by mastering daily success planning so your highest objectives are never missed
  • Uncover productivity techniques that top-performers use to create more freedom and flexibility
  • Work smarter not harder and gain hours back every week
  • Learn the best time-savings tips, hacks and strategies for both home and work

3.00 Afternoon tea

3.30 SESSION 4: Set Boundaries, Say No and Get What You Want

Master the skills of confident, positive and assertive communication to significantly improve the quality of your interactions and both your personal and professional relationships.

  • Discover the most common communication mistake you make and how to avoid it
  • Learn the fundamentals of assertive communication to calmly and respectfully ask for what you really want and need
  • Learn a new way to approach difficult conversations and the non-confrontational way to change the way people treat you
  • Establish positive boundaries that create more freedom and give you hours back every week
  • Be able to say no, guilt-free
  • Come away equipped with practical strategies you can use immediately in your personal and professional life to reduce stress and help you thrive

The session will finish with an opportunity to create your own action plan to ensure you take the transformational ideas and strategies from the masterclass back into your own environment, and know exactly how and when to implement them to create sustained positive change!

4.30 Close of masterclass

The masterclass will be conducted using a combination of presentation material and group exercises; maximising your learning potential. Please note that the masterclass content will be tailored to participants’ individual needs so the length of each session may vary. Refreshments will be served at appropriate times, including morning and afternoon teas and lunch.


Led by: Phoenix Normand

This full-day masterclass will be held on Wednesday October 21, 2020


Phoenix Normand started life as a farm boy in rural East Texas. After discovering a talent and love for the arts at a young age he graduated with honors and became a professional tour dancer and singer, traversing the globe for over a decade with 12-time, Grammy nominated artist Ledisi. He’s lived and studied in five countries and is conversational in several languages. He’s met and performed for three US Presidents, stadiums full of screaming fans, and even met the Dalai Lama…completely by accident.

As a top 1%, career, C-suite Executive Assistant he’s supported top CEOs in investment banking, retail and tech for over 27 years. He’s had a front row seat in dot com 1.0 and 2.0 helping many of today’s big businesses grow from fledgling startup to global ubiquity including Amazon, Levi’s, Square, Flipagram, and Boom Supersonic. Among his many legacies in the role, Phoenix designed and produced the pitchbook that won the deal for the investment bank that eventually took Amazon public. Many of the stories that shaped Phoenix’s storied career can be found in his newly released book, “AS I SEE IT, Volume 1: Business.”

Phoenix travels the world with his traveling “skills and mindset bootcamp” trībU helping to produce the “next gen” executive and personal assistants ruling the top of the game. His private trīb has quickly become one of the most sought-after resources and communities for top EAs from 12 countries.


8.30 Registration and welcome coffee

9.00 SESSION 1: Decoding executive language and expectations

The opening session will ensure you are fluent in boss language – what are their drivers and how can you ensure you understand their expectations, regardless of how they express them!

  • Tackling the corporate environment and understanding how to get recognition for the value you add
  • What an executive really needs from their EA, and what makes an invaluable, stand-out EA
  • Where an EA can really add value to their executive, and to the organization as a whole
  • Understand how to exceed the expectations of your executive, take control of your success and master the art of staying one step ahead
  • Elevate expectations through identifying opportunities where you can outperform
  • Practical ways to forging good communication and positive engagement in this partnership
  • Staying ahead of the game – preparing yourself and your executive for change and periods of stress

10.30 Morning coffee

11.00 SESSION 2: Providing immense value beyond calendaring and travel

This session will show you how to adapt to changing expectations and pressures and build on your expertise and ideas to make yourself not only indispensable to your manager, but equally make yourself a force for positive change within your business:

  • Break free from traditional thinking and uncover vast new possibilities
  • Learn practical techniques to discover your differentiated edge
  • Analyze the current workplace trends – including the impact of AI and automation – and how you can stay ahead of the curve
  • Why performance is more than just about KPIs and workplace outcomes
  • Collaboration essentials: the keys to successfully influence and inspire others
  • Implement ways for you and your boss to be able to “think differently” to add more value and evolve your skill set

12.30 Lunch

1.30 SESSION 3: Developing the mindset of a CEO and treating execs as peers vs “bosses”

The key to becoming a true partner with your executive is to view yourself, and act, as an equal. This is far harder than it sounds of course and requires multiple skills including communication, negotiation, networking and leadership. In this session Phoenix will elevate both your thinking and your skillset and give you the mindset of a CEO.

  • Gaining respect by leveraging both internal and external exec relationships and advocacy
  • Fostering connection, and building a productive and professional boss/EA relationship – and common pitfalls to be aware of
  • The vital difference between establishing a partnership vs. becoming a partner
  • Prioritising people amidst productivity, ensuring relationships remain intact
  • Learn how to capitalise on your leadership style strengths

3.00 Afternoon tea

3.30 SESSION 4: Crafting and mastering your personal brand

In a world where we are constantly under pressure to perform, to achieve, to sell and to do more, having the confidence to be the most magnificent version of yourself is the secret. It feels great to look great, to feel congruent and to present your best self to the world. Learn how to be the best version of yourself, get inspired and level up!

  • Prioritizing authenticity, knowing who you are and having the confidence to be yourself
  • The immense value of a side hustle in mastering “the game” of business
  • Identifying and capitalizing on opportunities to profit from your experience/reputation/exec partnerships as an EA (speaking, writing, coaching)
  • Learn to be transparent and vulnerable without losing yourself
  • Develop ways to own, enjoy and leverage your individuality
  • Stay focused on your goals, not your obstacles!

4.30 Close of masterclass

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