#40 - Susan Apgood (News Generation)

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.

00:30 Starting News Generation: From Idea to Reality

02:06 Building the Agency: Early Challenges and Successes

04:18 Navigating Growth: Employees and Business Decisions

12:01 The Turning Point: Considering a Sale

17:41 Acquisition Strategy and Funding

18:17 Negotiation and Non-Financial Priorities

21:06 Challenges with the Broker

23:06 Impact of COVID-19 on the Sale

25:05 Post-Sale Reflections and Integration Issues

31:17 Future Plans and Empowering Women