In this episode of ConvHERsations with Kristie, Kristie Clayton is joined by Faustina Kirchhoff, Integrator at AssistPro, for an honest conversation about growth, reinvention, and leading through change.

Faustina shares how AssistPro evolved from an early player in the virtual assistant space into a values-driven company redefining how support is delivered. Together, she and Kristie talk about what it takes to disrupt an industry, the messy middle between idea and execution, and the courage it takes to make hard decisions—especially when those decisions affect your team.

They dive into what it looks like to test and launch a new business model, how to separate what your company does from the value it delivers, and why simplicity doesn’t mean sacrificing quality. Faustina also opens up about how she and her visionary, Jenna, leaned into long-term trust, sales feedback, and financial data to guide big changes—and what she learned about herself as a leader in the process.

If you’ve ever been in the trenches of change, questioning if the hard decisions are worth it, this episode will remind you: you’re not alone. And yes—it is worth it.