Quick agency founder story
Corey Quinn
Founder, Deep Specialization™
Deep specialists lean in when the going is lean
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!
About Corey Quinn
Founder, Deep Specialization™
Corey helps founder-led agencies scale through Deep Specialization™ and programmatic M&A. Former CMO of Scorpion ($20M to $200M). Author of "Anyone, Not Everyone."
