Interview: Michelle Mone, CEO at Ultimo

What’s the most difficult task you’ve ever asked of a PA?
To organise a surprise party for my husband’s birthday – and keep it a secret the whole time!
What’s the worst thing you’ve asked a PA to do?
My daughter and some of her friends wanted to see Rihanna’s concert in Glasgow and it was sold out. I asked my PA to find tickets for the gig and she got them great seats.

How would you describe the perfect PA?
Someone who has the ability to keep calm under pressure and is able to think on their feet. A flair for prioritising, organisation and attention to detail are crucial qualities, along with trust and reliability. A PA holds a huge level of responsibility and so it has to be someone who is honest and trustworthy for you to feel secure enough literally putting your life into their hands.
What things are you most useless at that you need a PA’s help for? Sometimes it can be difficult to stick within a schedule, but if one thing goes over then it can have a domino effect. I need my PA to ensure that I give myself enough time to get from one place to the next so as not to disrupt the rest of the day’s plans and that can be a difficult job.

What’s the worst experience you’ve had with a PA?
A former PA sent me to the wrong airport –100 miles away from the one I was supposed to be at!

Top three tips for a PA:
1. Try to always think a step ahead of your boss so that you are prepared for things that might otherwise be unexpected and you will be much better placed to handle them without losing your cool.
2. Be prepared to turn your hand to anything and believe that you can do it – keep a positive attitude and be willing to make your own decisions.
3. Planning is the key to success – be clear on what you want to achieve and how you are going to it. Then you can see what works, what doesn’t and how you can constantly improve.