Liz ruminates on the potential ramifications of Ernst & Young Australia reducing costs by rolling out Virtual Assistants to support Partners and Senior Managers. This is topical given the rise of the VA industry but has implications for the ability of assistants and their executives to work effectively. Does being ‘virtual’ affect an assistants ability to be proactive and how traditional Executive Assistants need to be clear on their value proposition in order to ensure that they are able to continue to deliver the service levels that will make them indispensable.