Going
Going started in 2013 with a simple but powerful concept: a newsletter focused on helping digital nomads find the cheapest flights and understand airline 'mistake fares.' The original incarnation was called 'Scott's Cheap Flights' and tapped into a specific niche audience hungry for actionable travel information and cost-saving strategies.
The newsletter format proved to be the right vehicle for the message. By focusing on a well-defined audience—digital nomads and travel enthusiasts—Going built a loyal subscriber base that valued the specialized knowledge and insider tips the newsletter provided. The emphasis on 'mistake fares' and other nuanced travel hacks gave the product a unique value proposition.
Over time, Going evolved from a single newsletter into a more comprehensive business. Today, the company has over 60 employees and offers a range of products and services to its subscriber base, moving well beyond the original newsletter format. Founder Brian Kidwell transitioned from solopreneur to CEO, facing the classic challenges of delegation, strategic thinking, and maintaining quality as the organization scaled. Kidwell emphasized the importance of 'deep work' and protecting time for the strategic thinking that becomes increasingly critical as a company grows.
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