In 2017 I realized a dream. To create a traveling workshop specifically for the most passionate, accomplished Executive Assistants on the planet.  To listen, help them grow in position, gain confidence, and command a new level of respect, accountability, and compensation.

Well, mission accomplished.

327 alums. 
$1.3M+ in raises and bonuses.
72 new jobs.
In 2 years.

trībU is a skills and mindset bootcamp of 14 to 20 top Executive Assistants at a table, learning the best-of tips and tricks, the most relevant strategies and information to level up in position, while making important connections with peers around the world at the top of their game who quickly become an invaluable resource for advice, real-time recommendations, support and mentorship.

Being among your trīb, the people who actually "get it," allows one to find the validation often missing in their day-to-day, ask the difficult questions, seek advice and recommendations from those who have already walked the walk, learn the REAL game and master it, and be an active part of a movement that is not only changing the perception and scope of the Executive Assistant role, but setting a new bar for the recruiters and executives who hire them.

trībU has quickly become the new gold standard of training for the highest performing, most sought-after Executive Assistants in the biz. This is no fluffy, zero ROI conference, costing thousands of dollars. This is REAL talk, zero BS strategies that actually work and create success not only for the Executive Assistants who attend, but for the executives and companies they support.


What is trībU?

trībU is a new and even more improved version of MEGA University, based on all of the discussions and information gleaned from each of the sessions around the world. trībU focuses on the specific needs of Execs and teams and preparing EAs to level-up their own skills, leverage the proven strategies, information and real-time support of top Executive Assistants around the globe. Executive Assistants at this level typically have all of the requisite skills they need to be competent in position. What’s often missing is the strategic thinking and entrepreneurial mindset needed to be highly successful in this role.

Here are some topics we will cover in the masterclass:

Review day-to-day processes and cull inefficiencies.
Review individual EA/Exec relationships, uncover breakdowns in communication or misperception, and prescribe the most successful ways to remedy the situation.
Discuss current and future expectations of the role and create a roadmap of education we need, internal meetings we must attend, and connections we need to make in order to be supremely informed, supported, and effective.
Recalibrate mindset, communication style, and execution based on the specific needs of our execs, and making sure that our daily efforts actually support their objectives and accountabilities.
Uncovering opportunities to incorporate AI to handle more menial, time-consuming tasks so that we can focus on more project-oriented work that more directly supports the objectives of our execs.
Taking a more proactive approach to our professional development by effectively communicating our needs and aspirations and articulating/presenting those in a way that is more of a sign-off vs. a lengthy discussion.
Leveraging the trīb to become more efficient and informed of the latest-and-greatest information, technology, venues and tips+tricks.

In short, we learn how to run the business of being a top Executive Assistant, not simply doing the work. By becoming a part of a global network of the most experienced administrative experts in the world, we instantly have best-of information, education, connections and support from our peers. Execs receive a comprehensive, world-class level of support. Assistants receive the latest-and-greatest to help them produce at an insane level and command the respect and compensation they deserve. #winwin


Why trībU?

For decades Assistants have allowed others to assign an arbitrary value of our worth to the company based on antiquated assumptions and Hollywood's inaccurate, often demeaning portrayals. Over time we've lost our collective voice and have allowed the role to be ridiculed, diminished and treated as a minor support function vs. the critical component to our executive's and the company's success it is. I believe that aggregate lack of confidence and passion has led to some rather lackluster work, attitudes based in servitude, and a fearful, passive approach to the role. Now, more than ever, we have the opportunity to step up and forge new partnerships with our executives, take on challenging projects with tangible value to the company, and command the respect of our executives and teams in a whole, new way.

As a 26-year, Top 1%, C-suite Assistant I've witnessed this shift in the perception of the role, evidenced by a few mavericks in the community, like me, who have broken with tradition and forced our way into the Boardroom. As a result, we've begun to change the perception and scope of the role while making tremendous strides in updating recruiting practices, promoting the importance of continuing education, and boldly demanding that compensation be based on individual contribution vs. some arbitrary number that woefully under-compensates for the all-in-one requirements of the role.

To be successful in "the new game" of being a top Executive Assistant requires strategy. Simple as that. Gone are the days of waiting for your executive to recognize your contribution and award you accordingly. This is a brand-based, pseudo-entrepreneurial role that requires you to operate as a top service provider to a demanding but fair client. To truly be successful in today's game you must approach the role as a fellow business owner and peer to the executives you support vs. "the help." This requires you develop a similar mindset and business acumen, learn your client and their business in finite detail, produce at a much higher level of efficiency and accuracy than in years past, and be able to speak the same language in the same Boardroom your executives and teams inhabit. That requires proactive research, strategy, comprehensive preparation, and consistently flawless execution. That's what it takes to win. And that's what I teach at trībU.


trībU Onsite

The single most underutilized resource in a company is the Executive Assistant. Specifically, the Executive Assistant TEAM. A great Assistant on their own is only a fraction as effective as a team of engaged, aligned Assistants working toward the same objective with the same level of accountability. Often Assistants work in silos delineated by the specific needs of their Execs. This can manifest feelings of isolation, stress, or having no recourse or assistance of their own whenever they feel overwhelmed. It zaps productivity. Mistakes happen. And burnout ensues.

Sometimes there are huge disparities in work ethic and expectation between Assistants which can manifest in competition, sabotage or "hiding" by producing just enough to stay under the radar and no more. For an Assistant who is crushing it yet is measured and compensated by the same metrics as a flagging Assistant, this can lead to the type of unhappiness that permeates a team and causes unnecessary division or attrition. 

I’ve successfully brought trībU to companies like Google, Amazon, Microsoft, S&P 500 Indices, Celgene, Ecova and MuleSoft specifically to set a new performance bar and expectation. By bringing Assistants together around the same mindset, allowing them to talk out any grievances and misperceptions, then giving them the tools to take command of their roles, it creates a new accountability not only to themselves but to the Assistant team. Teams create a new cohesion and confidence knowing that they're all working with the same goal in mind: EXCELLENCE. At all times. Working together they become an omniscient and highly effective force for their Execs and the company. 

Companies with strong Administrative teams see less company-wide attrition, healthy employee morale, and Execs that feel more comprehensively supported who are apt to entrust their Assistants with more significant projects and responsibilities. As such, Assistants are more engaged, proactive, and productive as they feel the positive support of their peers as well as the that of their Execs, with work and a team dynamic that's exciting to return to each day. 

trībU Onsite is the perfect solution for creating a team of hyper focused, cohesive, effective Assistants who have the same performance bar established and agreed upon. They hold one another accountable and help one another maintain and achieve excellence every day. The class can be tailored to specific objectives or to address specific issues, but is centered around personal accountability and performing to a new standard agreed upon by everyone in the room.

If you're interested in bringing trībU onsite, please use the CONTACT page to inquire.


Who is Phoenix Normand?

I started life as a farm boy in rural East Texas. After discovering a talent and love for the arts at a young age I graduated with honors and became a professional tour dancer and singer, traversing the globe for over a decade with a 12-time Grammy nominated artist. I've lived and studied in 5 countries and am conversational in several languages. I've met and performed for three US Presidents, stadiums full of screaming fans, and even met the Dalai Lama. I've worked as a C-suite Executive Assistant in investment banking, retail and tech for over 27 years. I've 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 and Flipagram. I'm also a licensed realtor, certified massage therapist, ACSM certified personal trainer, had a #1 house music single (8 weeks, Berlin), and even dated an Olympic gold medalist, who broke up with me because he "couldn't keep up." I've met and have walked across fire 3 times with Anthony Robbins and have built my curriculum based on much of what I learned at his events as well as the best practices gleaned from personal heroes like Oprah Winfrey, Farhad Mohit, Sangita Verma, Simon Sinek, Gary Vaynerchuk, Elon Musk, and Jack Dorsey. And my mom, of course!

My life, en masse, has been pretty amazing, but not always easy. I survived several years of sexual abuse as a child, had an absentee father, was ridiculed relentlessly in grade school as "dancer boy," almost died twice from stress-related heart incidents before age 31, filed for bankruptcy in my late 20s (my lowest point in life) and lost several close friends to drugs, disease, suicide and murder. Still, I rose from those perceived tragedies and have become the strongest, most driven person I know and routinely achieve anything I set my mind to.  

I've designed the life of my dreams and continue to learn, question and explore my way to a life I can only imagine. trībU and my coaching practice are a culmination of all of these experiences and life lessons into an impactful medium that allows me to give back to a profession that has given me so much. I love helping people succeed beyond their wildest dreams. There's nothing more gratifying to me.