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About YQ
Architecting Resilient Growth
At YQ, our mission is to drive sustainable growth through innovation and resilience.
We believe the strongest organizations are not merely built — they are architected. Growth without structure creates chaos. Innovation without resilience creates fragility. True scale requires both.
Our philosophy is simple:
Stop Managing Chaos. Start Architecting Resilience.
Sustainable growth is not accidental. It is intentionally designed.
The YQ Framework
YQ is a strategic advisory firm founded by Nikki Stone, drawing on decades of experience across media, private equity, and organizational design.
Through that experience, she developed the YQ Framework to help founders and C-suite leaders navigate what we call the Paradox of Growth — the tension between rapid scale and long-term resilience.
We replace the Chaos of Scaling with the YQ Equation:
The Y — The Drive
We move beyond purpose-washing to architect a true North Star — a precise, high-impact mission that sharpens focus, aligns teams, and guides decision-making.
The Q — The Execution Quotients
We install the three critical quotients required for a self-sustaining organization:
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IQ (Intelligence): Designing the strategic blueprint for growth
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EQ (Connection): Eliminating the “Imposter Tax” and building Challenger Safety within leadership teams
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CQ (Context): Developing the judgment and adaptability required to navigate complexity and execute effectively
YQ partners with founders and executive leaders to build innovative, resilient organizations — not just high-growth companies.
Because when resilience is embedded at the core, leaders stop managing chaos and start architecting sustainable growth.
Nikki Stone
Advisor to Leaders Navigating Growth, Complexity, and Change
Nikki Stone works with founders and executive leaders who want to scale their businesses sustainably—without losing alignment with their personal values.
After more than two decades in senior leadership roles, she has seen firsthand how rapid growth, complexity, and pressure can erode clarity, culture, and balance. Her work today is grounded in a simple belief: long-term success is built when strategy, leadership, and values are aligned.
Nikki brings over 20 years of experience across the advertising, commerce, and media industries, having held C-level and senior leadership roles at global organizations including GroupM, Wavemaker, and Publicis Groupe. She has led half a billion dollar agencies that advised some of the world’s most recognized brands, including L’Oréal, Molson, Nestlé Health Sciences, and Disney.
Over the course of her career, Nikki has:
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Scaled divisions to $600M+ in client billings, delivering award-winning work and sustained double-digit growth
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Built and launched a new commerce division at GroupM/ WPP
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Guided companies through complex renewals and acquisitions, including a 7x valuation increase leading to Expedia’s acquisition of CanadaStays
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Earned industry recognition through MIA, CMA, and D&AD awards, and helped lead multiple Great Place to Work certifications
Beyond her corporate leadership, Nikki serves on several boards—including SPARK Centre, iDream, Vertiqal Studios (TSX), NABS, and Titan One—where she advises on growth strategy, governance, and partnerships. She has also co-led equality-based initiatives and Indigenous mentorship programs, reflecting her long-standing commitment to inclusive, values-driven leadership.
Today, Nikki’s advisory work blends rigorous strategic models with deep, practical leadership experience. Her Personal Business Advisory approach focuses on measurable growth underpinned by strong culture, resilience, and effective decision-making. She partners with leaders who are committed to building financially successful businesses designed for long-term, sustainable growth.
To now read: Today, Nikki's a multiple founder and co-founder. Co-Founding a Vacation Rental company, Founder of YQ, Host of The Sixth Suite Podcast, author of upcoming book, and founder behind a soon-to-be released app. The advisory Nikki focuses on, blends rigorous strategic models with deep, practical leadership experience. Her Personal Business Advisory approach focuses on measurable growth underpinned by strong culture, resilience, and effective decision-making. She partners with leaders who are committed to building financially successful businesses designed for long-term, sustainable growth.
Services
Personal Business Advisory
Executive & Leadership Advisory
Executive Development & Growth Architecture
Tailored, one-on-one advisory for founders and business leaders seeking clarity, confidence, and sustainable growth aligned with their values.
Strategic guidance for executive teams navigating complexity, scale, and change—while strengthening leadership, culture, and decision-making.
A structured, future-focused approach to building resilient leaders, growth models, and organizations designed for long-term success.
Proven results for founders and executives scaling their businesses.
In the News!
Nikki contributes to industry dialogue through media features, board appointments, and executive thought leadership on values-led growth and leadership.
Featured Coverage
Adnews
February 18, 2026
The Globe And Mail
February 19, 2026
Media In Canada
February 20, 2026
TMX Newsfile
February 19, 2026
National Post
February 19, 2026
Yahoo Finance
February 19, 2026
Press Releases
Former GroupM Executive Nikki Stone Launches YQ Advisory Firm to Help Growth-Stage Companies Architect Sustainable Scale
YQ Advisory Firm helps founders and executives architect sustainable growth, combining decades of media and organizational design experience.
Board & Industry Appointments
Vertical Studios appoints Nikki Stone to board of directors
November 20, 2025
Industry Recognition & Events
MNC - Marketers to watch
2024
CMDC - Empower her coaching & networking event
January 18, 2024
Interested in inviting Nikki to speak or contribute?
Charitable
Nikki serves and has served on boards and initiatives that reflect her commitment to values-driven leadership.
