The Fake Assistant Fix

Why Boundaries, Burnout, and “Cara” Might Be the Business Strategy You Didn’t Know You Needed

Running a business doesn’t mean you have to answer every email in real time—or at all.

If your inbox looks like a war zone, your calendar is a traffic jam, and you’re one more “quick favor” away from a full-on meltdown, you may not need a business overhaul. You might just need a buffer.

No, seriously. For female founders and solopreneurs doing all the things, “Cara” might just be your next best hire—even if she only exists in your Gmail signature.

Why Fake Assistants Aren’t Fake at All

Using a fake assistant (like “Cara” or “Thanks” or “Emily from team Built on YES”) isn’t about deception, it’s about creating boundaries. A fake assistant can:

• Set inbox expectations

• Buy you time for actual priorities

• Help you say no with grace

• Allow you to respond like a CEO, not a customer service rep

It’s not lying. It’s leading with clarity.

Eventually, though, the admin burden grows. And when you’re spending more time triaging than creating, it's time to level up to a real assistant—someone like Jenn, who actually runs half your life.

We talk about Jenn a lot here, because she helps Built on YES...not lose our sh*t.

Others have totally faked it successfully, too! 

This video features Sophia Kianna using a fake assistant to negotiate deals, make travel accommodations, and it changed her life completely.

There’s even a trend of fake assistants being talked about on TikTok, and creators clearly understand that perception is sometimes key. 

But here’s the truth:

Eventually, you’ll need to hire a real assistant to help manage the work your fake one can’t handle. 

Eventually, you’ll need a real Jenn. 

When to Use a Fake Assistant vs. Hire Real Help

Here's a quick breakdown of when to channel your inner “Cara” and when it’s time to bring in backup:

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Ask yourself:

• What do I resent doing most days?

• Where do I lose time to repeat admin tasks?

• What would I never let a friend handle alone?

• What small offload could unlock 5 hours of clarity?

Now, calculate what you’d actually pay someone to handle it using a simple equation:

Let's break down an example:

Sometimes the real ROI is mental clarity. That’s the kind of currency we don’t talk about enough.

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The Bottom Line

Hiring help—real or pretend—isn’t lazy, it’s leadership. Whether you name her Cara, “Team Operations,” or finally get a real human like Jenn, the goal is the same:

Protect your peace. Guard your time. Lead with intention.

Because when your brain isn’t bogged down by calendar chaos and inbox rage, you’re finally free to focus on what actually matters: building something meaningful.

 You are courageous. You are capable. You are strong. Now go give yourself the backup you deserve.

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Want to hear more about Jenn and what she does?

Check out her episode on the Built on YES podcast below.

Listen Here