As a personal assistant, you are expected to remember everything but we all know that is
impossible. It is a good practice to keep a notebook and pen handy, not only for yourself but also for your boss. He/she will have a weekly (or daily, depending on the assignment) meeting with you about ideas, upcoming events, meetings, doctor’s appointments, etc. and it makes things easier to remember if you write them down. A creative boss is always thinking of new and fresh ideas for their brand, ideas tend to get jumbled sometimes so it is your job to help them organize their thoughts. A notebook will be your saving grace, it is a great reference for ideas and planning, you should have it with you at all times.