Executive PA magazine speaks to one PA who has entered the Dragon's Lair - Sally Poinsette, former EA to James Caan

Despite sitting on the formidable Dragons' Den panel, James Caan comes across as anything but dragon-like. Firm but fair, unassuming but well respected. No surprise then that when Sally Poinsette decided it was time for a new role, she identified the businessman as being a potential employer. “I knew I wanted to work for a high-profile character so I registered with recruitment agencies and told them that I wanted to work for Sir Alan Sugar or one of the Dragons” she confesses. This confident attitude and desire to steer her career paid off - shortly after she took a call to say James Caan was recruiting and before she knew it she was working with the businessman himself.

Before moving to James' company Sally was working for the infamous Anouska Hempel, one of the world's most celebrated designers, with a portfolio spanning hotels, haute couture and furniture design, amongst other things. Sally spent a year working as Executive Assistant to Anouska, when she then found herself working again as an Executive Assistant - this time to James. When discussing her first day in the office, Sally is suitably nonchalant: “The first day I attended board meetings, co-ordinated a move to new offices in Mayfair and met Prince Harry”. Hobnobbing with Royalty aside, it's obvious that Sally thrives on the cut and thrust of the business environment and is at her very best when she has 101 tasks to do. “The volume of work involved in working for James is incredible – I rarely get to the end of a to-do list” she sighs. “Early on I decided that my mindset had to change to do only what time would allow me to do. I realised I can’t do everything and so I reprioritised.”

Dedication's what you need
That's not to say though that a job working for a high profile businessman like James allows anyone to slack off. Sally is in the office by nine during the week, but while most PAs head off home around 5 or 6pm Sally is routinely still at her desk at 9 or 10pm. “The downside of this business if that it's all consuming” acknowledges Sally, “if I'm sick the role doesn't stop or lose pace.” When asked about the best part of her job Sally is clear. “Working with James is the best part of the job. He's a very hands on boss and likes to be involved in everything that's going on, but he's also very calm and considered. In fact, he's exactly how he appears to be on screen. James treats me like a mini-James - whatever he's exposed to, I am exposed to. James likes me to be interested and be involved in meetings and he strongly believes that everyone in business can be entrepreneurial in their own right.”

Indeed, entrepreneurialism is something that James is particularly interested in. Not only has he created more millionaires than the other dragons, he's now also actively working to inspire business owners. “The problem with being the boss is you have no-one guiding you,” says James. “Asking businessman friends seems like defeat and you don't want to admit you're a novice. But everyone needs a helping hand. You may have heard the phrase ‘Businesses don't fail, people do'!” So, he set about creating the Entrepreneurs Business Academy, which enables entrepreneurs and business owners to network with like-minded and inspirational people in a supportive environment, guided by James and his team of millionaire mentors.


To read the full interview with Sally Poinsette get the July issue of Executive PA magazine - out soon. Subscribe Now