Quick agency founder story

A quick story about a Deep Specialist agency founder.

 Nicole Mahoney is the Founder and CEO of Break the Ice Media.

• She started her agency in 2009 as a generalist

• After 3 years, she was overwhelmed, so she narrowed her focus on Travel and Tourism ("T&T")

• Found the T&T industry was not being talked about enough in the media

• Dedicated herself to fixing that and started an interview-style podcast for T&T

• During the pandemic, when travel screeched to a halt, she:

  • Leaned in

  • Provided her T&T clients and colleagues with content, research, and platforms to connect

  • Did not lose any employees or suffered any dips during that time

• Became known throughout the industry

• Acquired a T&T company

• Wrote a book for the T&T industry

• Sponsored original research for the T&T

• Broke all-time revenue and profit records in 2023 and will grow 75% in 2024!

Nicole is an example of an agency owner who is what I call a Deep Specialist. More on this next week!

Have a great weekend!

CQ

PS I will post her interview on the podcast in a few weeks. You won't want to miss this one!

Frequently Asked Questions

Why did Nicole Mahoney shift from generalist to specializing in Travel and Tourism?

Because after 3 years as a generalist, she became overwhelmed. Narrowing focus to one industry, Travel and Tourism, gave her the depth and clarity that spreading across many industries hadn't provided.

What gap did she notice once she specialized in the T&T industry?

That the industry wasn't being talked about enough in the media. She dedicated herself to fixing that gap directly, starting an interview-style podcast focused specifically on Travel and Tourism.

How did she respond when the pandemic brought travel to a halt?

She leaned in rather than pulling back, providing her T&T clients and colleagues with content, research, and platforms to stay connected. That commitment meant she didn't lose any employees or suffer dips during that period.

What did deepening her specialization eventually lead to?

Becoming a recognized name throughout the industry, acquiring a T&T company, writing a book for the industry, and sponsoring original research, all extensions of the same deep specialization built over years.

What results has this level of specialization produced most recently?

All-time revenue and profit records in 2023, with 75% growth projected for 2024, results tied directly to the depth of specialization built through years of leaning into one specific industry.