On this episode of Own It, we’re talking to Holland Martini and Maria Vorovich from GOODQUES. Their firm is what they call the “anti-research” research company that is changing consumer insights practices. Their approach is to tackle research in a creative way.
They founded the company in 2019 after years working in the larger agency world. They were named a top global research company to watch in 2020 and 2021 by the StartupPill.
Our conversation focused on their path to ownership, their respective journeys to that point, and their take on why there are so few female agency owners, but how we grow that number.
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Holland Martini emphasizes that her grandmother's advice to "be comfortable feeling uncomfortable" has been a guiding principle in her career. This mindset encourages pushing boundaries and venturing into challenging, often male-dominated, fields, ultimately leading to personal and professional advancement.
Holland and Maria highlight how their differing thought processes, which they playfully call "spaghetti brain" (creative, connecting disparate ideas) and "waffle brain" (linear, statistically rigorous), create a powerful synergy. This complementary dynamic allows them to approach problems from multiple angles, leading to innovative and robust solutions.
Maria Vorovich describes the necessary "ego death" founders experience when transitioning from high-level corporate roles to launching their own business. The loss of previous status and comfort means being at the "mercy of everyone," requiring humility, tenacity, and a willingness to do whatever it takes, like an intern, to get a chance.
Maria identifies tenacity as the number one quality for a founder, emphasizing the need to persist despite numerous rejections and failures. Additionally, she stresses the invaluable role of a co-founder in providing support, challenging perspectives, and preventing "needle gazing" during difficult times, making the entrepreneurial journey more sustainable.
