TCE Private Office
Ask once.
Better still, don’t ask at all.
A private office for founders and chief executives. Your wardrobe, your table, your stage, your arrival, your calendar — held by people who already know how you like it, and who have stopped waiting for you to ask.
But I have a PA
Your assistant is excellent. That was never the question.
Your assistant can call the restaurant. They cannot get the table. Not the corner one, on a Friday, for eight, tomorrow.
They can book the flight. They cannot have someone meet it, walk you past the queue, and have the car already moving before you have looked for it.
They can order the suit. They cannot tell you the one you have been wearing for three years is ageing you, because they work for you, and that is a sentence an employee cannot say.
This is not a comment on your assistant. It is arithmetic. One person, however good, has your calendar. They do not have fifteen years of relationships with maître d’s, store directors, airline managers, talent agents and hoteliers who answer on the first ring. They do not have the volume that makes a fully booked room find a table. And they do not have the licence to have taste on your behalf.
We are not a replacement for your assistant. We are the thing standing behind them — so that when they call, it is already done.
Your assistant
- Makes the request
- Calls, and is told it’s full
- Acts on what you remember to ask for
- Cannot tell you the suit is wrong
- One person, one set of contacts
- Learns your preferences over time
- Is already carrying too much
Your private office
- Already has the relationship
- Calls, and it isn’t
- Acts on what you haven’t thought of yet
- Is paid precisely to tell you that
- A network built over years, on call
- Arrives with a file and adds to it forever
- Takes half of it off them
The best outcome of working with us is that your assistant gets better at their actual job.
A week, handled
Nothing dramatic happened this week. That was the service.
- Monday
A garment bag is in your car. Thursday’s board meeting is in it — pressed, correct, and chosen after someone watched footage of the last three times you presented and decided the blue read better on camera than the charcoal.
- Tuesday
The founder you have been circling for two years says yes to dinner. You do not choose the restaurant, the table, the wine, or the moment the bill quietly disappears. You have one job on Tuesday evening, and it is the conversation.
- Wednesday
Your daughter’s school forms are filed. Your mother’s cardiologist has been moved to a morning that works. Neither of these reached you.
- Thursday
You land at 6:40am. Someone is holding your name before the aerobridge. You do not see the immigration hall. You are in the car in eleven minutes, and the speech on the seat beside you has been rewritten with the three points your chairman raised on Monday.
- Friday
A gift arrives at a client’s home for their anniversary. You did not know it was their anniversary. They will assume you did.
- Saturday
Nothing. Deliberately. The only thing on your calendar is the thing you actually wanted to do.
You were not managing any of it. You were not even asked about most of it. That is what you are buying.
Illustrative week — replace with six days you have genuinely delivered for clients, same rhythm and detail.
The arithmetic of a CEO’s week
Your time is the scarcest asset in the building
Porter & Nohria, Harvard Business Review · Willis & Todorov, Princeton University
The one line that matters is the shortest.
Hours per week, derived from Porter & Nohria, “How CEOs Manage Time”, Harvard Business Review (72% of work time in meetings, 24% on electronic communication).
The rooms
Three rooms where you are judged before you speak
Room one
They decided about you before you sat down.
Princeton researchers found that judgements of competence form in about a tenth of a second, and that looking longer barely changes them. A later study from the same lab dressed the identical face in cheaper clothing and watched the competence rating drop — an effect people could not switch off even when they were told to. Your first tenth of a second is not vanity. It is the only part of the meeting that happens before you can speak.
Room two
The deal was never on the menu.
Someone chose that table. Someone ordered that wine. Someone made the bill vanish without a pause in the conversation. Every one of those decisions said something about you before the main course, and you will never know which one mattered. Be the host, not the guest at your own dinner.
Room three
The clip will outlive the event.
Two hundred people in the room and forty thousand who will see the ninety-second cut. Nobody will remember slide nine. Everybody will remember how you held the room, and whether you looked like the person the company says you are.
Willis & Todorov, Psychological Science · Oh, Shafir & Todorov, Nature Human Behaviour, Princeton University
What we handle
Six things you will stop thinking about.
Wardrobe & Image
You will never stand in a fitting room again.
Six suits arrive on Thursday. They fit. Someone has already returned the two that didn’t. Your wardrobe is audited twice a year, your travel is packed for the weather and the occasion, and nobody has to tell you what to wear because it is simply the thing hanging there.
- Executive image consulting, grooming & personal shopping
- Wardrobe audit & seasonal capsule planning
- Private shopping appointments & after-hours store access
- Bespoke tailoring, shirting & shoemaking introductions
- Watch, jewellery & accessory sourcing
- Travel wardrobe planning & packing
- Occasion dressing — galas, weddings, state functions, international forums
- Executive photoshoot & content direction
- On-call stylist for shoots, filming & press
Presence & Protocol
Be the most composed person in the room, without visibly preparing.
The speech that sounds unwritten. The wine ordered without looking at the list. The dinner in Tokyo where you knew which hand, which order, which silence. Presence is a set of small competences, and every one of them can be learned quietly in advance.
- Boardroom readiness & strategic presentation
- Executive speechwriting & presentation coaching
- Media & interview preparation
- C-suite dining, wine & host etiquette
- International protocol — Japan, the Gulf, Europe, the US
- Public speaking & stage presence
- Body language, voice & on-camera presence
- Gifting protocol — what to send, to whom, and when
Profile
Be known by the twelve people who matter, not the twelve thousand who don’t.
A profile is not a follower count. It is whether the right chairman has read something you wrote, whether the conference calls you before it calls your competitor, and whether a search for your name returns the story you would have chosen.
- Personal brand strategy
- Personal branding & PR — podcasts, media, publications
- Executive LinkedIn & digital presence
- Ghostwritten op-eds, columns & bylines
- Speaking circuit & panel placement
- Award nominations & industry recognition
- Book & authorship support
- Reputation management & search result cleanup
- Crisis & issues readiness
Access
The table was full. The tickets were gone. The artist was booked.
Then a call was made by someone who has known them for eleven years. Access is not bought. It is the compound interest on relationships nobody builds in a hurry — which is exactly why it cannot be assembled by one assistant in one afternoon.
- Celebrity, artist & performer booking for corporate events
- Keynote speaker & industry figure booking
- Chief guest & dignitary invitations
- Hard-to-get restaurant reservations
- Sporting & cultural tickets — cricket, F1, Wimbledon, festivals
- Private club memberships & introductions
- Art, collectibles & wine advisory
- Corporate & personal gifting
Travel & Concierge
You will not queue again.
Not at immigration, not at check-in, not for the car. Someone is holding your name before you reach the aerobridge, the driver is already moving, the hotel knows the pillow and the floor, and the jet — if it is that kind of week — is fuelled and filed.
- Airport fast-track, meet-and-greet & lounge access
- Private aviation & charter coordination
- Chauffeur, ground transport & close protection
- Executive travel & lifestyle management
- Villa, yacht & private retreat booking
- Visa, immigration & documentation support
- Inbound guest & delegation hosting
The Office Around You
Twenty things a week will stop reaching you.
The renewal, the form, the appointment, the anniversary, the follow-up you meant to send in March. None of it is difficult. All of it is yours. It does not have to be.
- Executive assistant / office-of-the-CEO support
- Calendar, inbox & gatekeeping support
- Relationship calendar — birthdays, milestones, follow-ups
- Household & estate staffing introductions
- Medical concierge & executive health scheduling
- Relocation, schooling & family settling-in support
- Family office & advisor liaison
- Wellness, retreat & sabbatical planning
How it works
One relationship, not seven vendors.
Most leaders have accumulated a stylist who doesn’t speak to the PR firm, a travel desk that doesn’t know the wardrobe, and an assistant carrying everything nobody else picked up. We hold all of it under one retained relationship, with one lead who knows your preferences, your calendar and your standards, and who never asks you the same question twice.
01
The brief
A private conversation. What’s working, what you’ve stopped delegating because it was faster to do yourself, and what you’d never hand over.
02
The file
We build your preferences once — sizes, brands, seats, diets, hotels, the people you must remember and the ones you’d rather avoid. You never repeat it.
03
The lead
One named person, with a second who knows the file. You always reach a human who already has context.
04
The retainer
Monthly, adjusted as your year is — heavier around a launch, a listing, a book or a board transition.
Discretion
Nobody needs to know we exist.
Every engagement is under NDA. We do not name clients, we do not use your leadership in our marketing, and we work through your chief of staff, your assistant, or directly with you — whichever you prefer. Our team is briefed on confidentiality the way a private bank briefs its own.
Membership
Three ways in.
I
The Occasion
One moment, done properly. The listing, the keynote, the launch, the first board seat.
II
The Retainer
Your presence and your profile, held continuously. You stop thinking about both.
III
The Private Office
Everything. The wardrobe, the table, the stage, the arrival, the household, the year. One number, answered whenever you call it.
Also available to organisations as an ExCo programme, covering a leadership team rather than an individual.
We take a limited number of Private Office clients at any time. When we are full, we say so. Keep this line only if it is true
Quietly, for people you’d recognise
We can’t tell you who. We can tell you what.
The shape to write in: “A chairman of a listed manufacturing group hadn’t bought a suit in six years and was about to spend three weeks in Europe. We rebuilt the travel wardrobe, briefed him on table protocol for four countries, and had someone meet every flight. He made one call in three weeks, and it was about a restaurant.” Example only
Vignette 1 · to be supplied
Role, sector and scale only — never a name without written permission. Three or four sentences.
Vignette 2 · to be supplied
Role, sector and scale only — never a name without written permission. Three or four sentences.
Vignette 3 · to be supplied
Role, sector and scale only — never a name without written permission. Three or four sentences.
Who this is for
Who
Founders · CEOs · Chairs · CXOs · Board members · Promoter families · Senior partners
Usually at
A new appointment · A listing or funding round · A book or a stage · An international posting · Or simply the point where the diary stopped being manageable
Who makes contact
The leader directly · Chief of staff · Executive assistant · CHRO · Board secretary
Questions
What leaders ask before the first conversation
Is this confidential? Will anyone know we’ve engaged you?
Answer to be supplied by TCE Guidance: Answer at length — this is the real objection.
Can I use one service only, or is it all or nothing?
Answer to be supplied by TCE
How much of my time does this actually take?
Answer to be supplied by TCE
How does this work with my existing assistant, PR firm and travel desk?
Answer to be supplied by TCE
What are your hours, and what happens if I call at midnight?
Answer to be supplied by TCE
How is this charged?
Answer to be supplied by TCE
Can the company pay, or does this have to be personal?
Answer to be supplied by TCE
Can you book a specific celebrity or speaker for our event?
Answer to be supplied by TCE
Do you operate outside India?
Answer to be supplied by TCE
What don’t you do?
Answer to be supplied by TCE Guidance: Name two or three things you decline — the clearest signal that you are a private office and not a broker.
Tell us the one thing you’ve stopped delegating because it was faster to do yourself.
We will take that one first. One conversation, nothing on the record, no obligation in either direction.
Under NDA, always · A direct line, not a form, if you prefer · We answer the same day
Publish a direct phone number and a private email here