From Burnout to Breakthrough: How the Right Support Can Transform Your Leadership

“I just wouldn’t listen… for six years. I should have started working with an EA a long time ago.” — Lindsay Tjepkema, Founder & CEO, Human Brands Win

When you picture a high-performing founder, you might imagine someone who has it all together — back-to-back meetings, a polished brand, a seemingly endless well of energy. But the reality? Many executives are silently drowning in to-do lists, decisions, and the emotional weight of running a business. And too often, they’re doing it alone.

Lindsay Tjepkema — a three-time founder and seasoned B2B marketing leader — knows that feeling well. Even with a track record that includes building a VC-backed SaaS company and leading global brand teams, she spent years resisting getting the support she needed.

Sound familiar?

This is the story of how Lindsay finally made the leap — and how her partnership with Executive Assistant Samantha Archuleta didn’t just save her time, but transformed her strategic clarity, creative output, and leadership effectiveness. 

If you’re an executive still trying to “handle it all,” this is the wake-up call you didn’t know you needed.

*This story is part of a series that features women who work together to accomplish big things. It’s presented with support from our partner Base – a company that matches high-performing executives with exceptional U.S.-based Executive Assistants (the kind who don’t just manage calendars, but become trusted strategic partners).

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From Burnout to Breakthrough: The Real Reason Founders Need Support

In the early days of her latest venture, Human Brands Win, Lindsay found herself stuck in an all-too-common cycle: jam-packed calendars, scattered priorities, and zero time to think.

“I had 14 meetings a day when I was running Casted,” she recalls. “Now I have maybe four — and I actually get things done.”

The shift wasn’t just fewer meetings. It was a mindset change, fueled by Samantha’s ability to help Lindsay protect what matters most: her time and her energy.

“I used to just go heads-down and work on whatever was in front of me. Sam helps me zoom out. She asks, ‘Do you really need to take that meeting?’ She helps me honor my time, not just manage it.”

Burnout, as many executives know, doesn’t show up overnight. It creeps in through overcommitment, decision fatigue, and the quiet pressure to always be on. 

With the right EA, that cycle gets interrupted. It’s not just about offloading tasks — it’s about offloading the mental burden that comes with leadership.

“I love asking executives, ‘What’s keeping you up at night?’ Because often, those are things we can relieve. Even just naming them can make a difference.” — Samantha Archuleta

Seeing Around Corners: Strategic Thought Partnership in Action

One of the most common misconceptions about Executive Assistants? That they’re just there to wrangle calendars and make dinner reservations. For Lindsay, that belief kept her from getting the help she truly needed for years.

She shares: “I like managing my own calendar. I didn’t need help there. I needed help with the actual work — thinking strategically, producing content, driving ideas forward.” 

That’s exactly what Sam brings to the table. With a background in podcasting, content production, and branding, she’s not just executing tasks — she’s co-creating Lindsay’s thought leadership and helping her amplify her brand in a deeply authentic way.

Sam regularly pulls ideas out of Lindsay’s head, holds her accountable to her vision, and reflects back the emotional through-lines that deepen her brand presence. 

Think of her as both mirror and megaphone — someone who sees the human behind the founder and helps her shine brighter.

“Sam helps me think more strategically, not just about what’s happening today, but what’s coming next.” — Lindsay Tjepkema

Emotional Intelligence Is a Superpower

When Sam came on board, she wasn’t just another set of hands — she was a new lens. Someone who could see the whole person behind the business. That emotional intelligence is part of what makes their partnership so powerful.

“I imagine myself like the little Hercules devil on her shoulder. Like, ‘Okay, but how did you feel when that happened?’ Or, ‘Remember what you said in that last podcast?’” 

This kind of support isn’t just operational — it’s intimate. And that’s by design. 

Sam doesn’t just listen to what Lindsay says — she tunes into what’s unsaid. The stress. The excitement. The self-doubt. The clarity.

“The earlier you can let someone see you as a three-dimensional person, the more powerful that relationship becomes.” 

In other words? The best EA partnerships aren’t just efficient — they’re human. They make space for emotion, for context, and for creativity. And when they do, something incredible happens: leaders show up not just more organized, but more whole.

The Power of Letting Go (Just Enough)

Delegation isn’t just about doing less — it’s about choosing what only you can do. For Lindsay, working with Sam has allowed her to protect the spaces that matter most: time to think, time to create, and time to lead with intention.

“I’m better at preparing for meetings. Better at following up. Better at holding space to do the actual work. That wouldn’t happen without Sam.” 

This didn’t come naturally. Like many high-achieving leaders, Lindsay took pride in her ability to juggle it all. But letting go — even a little — became the unlock for something greater: impact.

Sam, for her part, sees this as a two-way street.

“On the executive side, success comes from opening up. Even the stuff that feels irrelevant — like family life or what’s weighing on your mind — helps your EA support you better. Let them see the whole you.” 

And that’s what sets their partnership apart: mutual trust, shared ambition, and a willingness to get real.

It’s Not Just Support. It’s Co-Creation.

Ask either Lindsay or Sam what makes their relationship so effective, and you won’t hear talk of to-do lists or inbox zero. You’ll hear about creativity. Collaboration. Fun.

“It’s not just work. We co-create. We build things together. And I get to help someone doing great work do it even better.” — Samantha Archuleta

This is what happens when executive support is strategic. Not just support staff, but thought partners. Brand builders. Energy protectors. Emotional translators. Leaders in their own right.

And in case you’re wondering whether this kind of relationship is rare — it doesn’t have to be.

You don’t need to outsource your life. But if you’re doing everything yourself, chances are, you’re holding back your business.

A Final Word for the “Do-It-All” Executives

If you’re an executive who’s still resisting support, you’re not alone. Lindsay (and others) have the same thoughts you do. 

Many executives have an underlying idea that help means weakness or indicates inability. Now, Lindsay and Sam’s story showcases what executive support truly is: a growth strategy.

Hiring Sam didn’t just clear Lindsay’s plate. It cleared her mind. It gave her room to breathe. Room to build. Room to become the kind of leader she wanted to be all along.

And for Sam? It’s about more than productivity. It’s about partnership.

“This is not a transactional relationship. It’s transformational. When an executive and EA work in sync, they don’t just check boxes — they create momentum.” — Samantha Archuleta

That’s the magic. And it’s available to any leader bold enough to stop doing it all alone.

So here’s your permission slip. Start where Lindsay did: ask for help. Let someone in. Build the kind of support system that doesn’t just keep your business running — but helps you thrive while you run it.

Your best leadership may be just one assistant away.

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Are you ready to stop doing it all, and start leading?

Wednesday Women is proud to work with our partner Base — the company pairing high-performing executives with high-caliber, U.S.-based Executive Assistants who go beyond task management to become true strategic partners.

Even the Founders of Wednesday Women work with our own EA from Base — so we know firsthand how transformational the right support can be!

If you’re ready to focus on what only you can do, it’s time to find out how BASE can handle the rest. Learn more at basehq.com →