At just 26, Susan took a leap — launching News Generation with the backing of her family and a single client’s nudge. What followed was a two-decade journey building a niche agency in radio media relations, where she prioritized culture, steady growth, and real relationships. In this episode, she opens up about the real emotions behind selling a business, why she started thinking about exiting around age 50, and how she navigated the unexpected curveball of selling during a pandemic. Susan also shares what really mattered in the deal (spoiler: it wasn’t just the money), why her office space and team were non-negotiables, and how she’s now using her experience to guide other women founders.
This is a story about knowing your worth, leaving with integrity, and designing what’s next — on your own terms.
2:31 How She Launched the News Generation Agency
5:51 Making Smart Decisions About Hiring and Equity
7:44 Why She Only Needed $14,530 for the First 90 Days
9:59 How Those First 90 Days Became Her Catapult to Success
12:24 Selling the Business in 2020 After Major Growth
14:23 The Emotional Low Point Before the Sale
16:09 The First Acquisition Approach Back in 2018
19:01 Gaining Confidence by Testing Her Market Value
21:27 Why She Decided to Skip Using a Broker
23:00 Signing All the Paperwork in the Middle of COVID
25:00 Celebrating the Sale With a Meaningful Dinner
28:26 The Acquisition, Rebrand, and Name Change
31:37 Teaching and Empowering Women in Leadership
