#40 - Susan Apgood (News Generation)
Episode description
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.