30 years in business

A few weeks ago, I shared that I had reached 30 years as a Virtual Assistant.

It was a milestone I never imagined when I started this journey back in 1996. Over those three decades, I’ve worked with incredible clients, adapted to countless technology changes, survived economic ups and downs, and built relationships that have lasted decades.

But after the congratulations settled down, I found myself asking a different question:

Now what?

For many people, a major milestone feels like reaching the finish line. For me, it feels more like arriving at a crossroads.

Thirty years taught me that success isn’t really about numbers. It’s not about how long you’ve been in business, how many clients you’ve served, or how many projects you’ve completed.

It’s about creating a life that aligns with your values.

As I look ahead, I find myself focusing less on growth for growth’s sake and more on purpose.

What I Don’t Want

I don’t want to spend the next decade chasing every opportunity that comes along.

I don’t want to be so busy building businesses that I forget to enjoy the life I’ve worked so hard to create.

And I don’t want to continue projects simply because I’ve already invested time in them.

One lesson I’ve learned recently is that sometimes the right decision is to let something go.

I recently decided to close my coffee endeavor. Closing Hilltop Brew Haus wasn’t easy, but it reminded me that success isn’t measured by how tightly we hold on. Sometimes success is recognizing when it’s time to redirect our energy toward something that better fits our goals and circumstances.

What I Do Want

I want to continue serving the clients who have trusted me for years.

I want to deepen the relationships that matter most.

I want to spend more time writing, teaching, and sharing what I’ve learned from three decades in business.

I want to continue building resources that genuinely help people, whether through The Best VA, Herbal Journal, Barefoot Domains, Hilltop Photos, or future projects I haven’t even imagined yet.

I want to create more than I consume.

I want to leave behind useful knowledge.

I want to help someone who’s just starting where I once stood.

The Next Chapter

At this point in my life, I’m less interested in building an empire and more interested in building a legacy.

Legacy doesn’t have to be grand.

Sometimes it’s a client whose business runs more smoothly because you helped them.

Sometimes it’s a blog post that answers a question someone has been struggling with.

Sometimes it’s a photograph that makes someone pause for a moment and see beauty where they might have otherwise walked by.

The next chapter isn’t about starting over.

It’s about refining what matters most.

Thirty years wasn’t the finish line.

It was simply the foundation for whatever comes next.

And honestly?

I’m looking forward to finding out.

Kathy

30 Years as a Virtual Assistant: A Career Built on Trust, Loyalty, and Gratitude

This year marks 30 years in business as a virtual assistant.

Thirty years.

When I stop and really think about that number, it feels surreal.

What began with a phone line, determination, and a willingness to help people somehow turned into a lifelong career filled with incredible clients, meaningful relationships, and lessons I could never have imagined when I first started.

And honestly, one of the things I feel most deeply after all these years is gratitude. Not just for the business itself—but for the people. Because the most extraordinary part of this journey is that many of my clients never became “former clients” at all.

Some have been with me for 27 years.

Others for 22 years.

20 years.

15 years.

10 years.

In today’s world, where everything moves quickly, and business relationships often feel temporary, that kind of loyalty means more to me than I can properly express.

It’s humbling.

We Grew Older Together

When you work with clients for decades, something unique happens. You do not simply provide services. You grow alongside each other.

You witness businesses expand, families grow, careers evolve, children become adults, grandchildren arrive, offices move, technologies change, hardships happen, and victories unfold.

Over time, you stop being just a name attached to emails and invoices. You become part of the rhythm of each other’s lives. That kind of trust is sacred to me.

Many of these clients trusted me with their businesses when working remotely was still considered unusual. There were no polished systems or endless online platforms back then. Much of this industry was built on phone calls, consistency, dependability, and simply doing what you promised you would do.

And somehow, through all the changes over the years, those relationships endured.

The Quiet Side of Business

People sometimes assume that being a virtual assistant is mostly scheduling calendars or answering emails. But those who have done this work for a long time understand the truth:

We often become the calm in the middle of someone else’s chaos.
We handle sensitive situations.
We manage impossible schedules.
We solve problems quietly behind the scenes.
We step in during emergencies.
We remember details others forget.
We carry responsibilities that require enormous trust.

And over time, clients begin to rely on more than just your skillset. They rely on your steadiness. That trust is not something I ever take lightly.

The Greatest Gift of This Career

After 30 years, I can honestly say the greatest gift this career has given me has not been flexibility, technology, or even business success. It has been relationships.

The kind where a client says:

“I don’t know what I’d do without you.”

The kind where years pass, industries change, companies restructure, economies fluctuate—and somehow you are still there together, figuring things out as a team.

There is something deeply meaningful about being part of someone’s professional life for decades, especially in a world that often feels increasingly disconnected.

To My Long-Term Clients

If you are one of the people who trusted me year after year—thank you.

Thank you for your loyalty. Thank you for your confidence in me. Thank you for allowing me to support your businesses, your projects, your deadlines, your stressful days, and your successes. Thank you for growing older alongside me.

You helped shape not only my business, but my life.

And after 30 years, I still feel incredibly grateful every single day that I get to do work I genuinely love with people I deeply respect. That is something I will never take for granted.

To Those Who Believed In Me

A milestone like this is never reached alone.

While my clients have been an extraordinary part of this journey, I would be remiss if I didn’t also thank the people who have supported me behind the scenes.

To my husband, Michael—thank you for your encouragement, patience, and unwavering belief in me.

To my sister, Cherie, my mom, and the rest of my family—thank you for cheering me on through the years, celebrating the victories, and helping me navigate the challenges.

And to my friends who listened, encouraged, recommended my services, and reminded me to keep going when things felt difficult—thank you.

Running a business for three decades requires determination, but it also requires people who believe in you.

I have been fortunate to have many of those people in my life, and I am deeply grateful for every one of them.

Thank you for being part of this remarkable journey. And we’re not done yet!

— Kathy McCabe

Tag: 30 years in business

Beyond 30 Years: What’s Next?