--- title: Paige McPheely, CEO at BASE, on the Power of Winning a Niche Fast description: Discover why focusing on a niche market can accelerate your growth. Paige McPheely, CEO of BASE, shares her insights on speed and specialization. image: https://miro.medium.com/v2/resize:fit:700/1*zvbGhh2xfoSFhyMFxuXWdQ.png --- [Skip to content](https://cariboustrategic.com/blog/paige-mcpheely-ceo-at-base-on-the-power-of-winning-a-niche-fast#main-content) [![Logo Google Caribou](https://cariboustrategic.com/hs-fs/hubfs/Logo%20Google%20Caribou.png?width=307&height=127&name=Logo%20Google%20Caribou.png)](https://cariboustrategic.com/) - [Boring to Bestseller Blog](https://cariboustrategic.com/blog) - [Resources](https://cariboustrategic.com/resources) Open main navigation Close main navigation - [Boring to Bestseller Blog](https://cariboustrategic.com/blog) - [Resources](https://cariboustrategic.com/resources) - [Book a Call](https://cariboustrategic.com/#call) [Book a Call](https://cariboustrategic.com/#call) December 05, 2025 # Paige McPheely, CEO at BASE, on the Power of Winning a Niche Fast ![Picture of Nitin Kartik](https://app.hubspot.com/settings/avatar/ea5ba87acbf0fc26154027b0aa5dff1f) [Nitin Kartik](https://cariboustrategic.com/blog/author/nitin-kartik) Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://cariboustrategic.com/blog/paige-mcpheely-ceo-at-base-on-the-power-of-winning-a-niche-fast) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://cariboustrategic.com/blog/paige-mcpheely-ceo-at-base-on-the-power-of-winning-a-niche-fast) [Twitter icon](https://twitter.com/intent/tweet?url=https://cariboustrategic.com/blog/paige-mcpheely-ceo-at-base-on-the-power-of-winning-a-niche-fast) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://cariboustrategic.com/blog/paige-mcpheely-ceo-at-base-on-the-power-of-winning-a-niche-fast) [envelope icon](mailto:?body=https://cariboustrategic.com/blog/paige-mcpheely-ceo-at-base-on-the-power-of-winning-a-niche-fast) ![](https://miro.medium.com/v2/resize:fit:700/1*zvbGhh2xfoSFhyMFxuXWdQ.png) Many CEOs struggle with the decision of whether to stay focused or expand quickly into new markets. Having helped 40+ CEOs drive millions in revenue growth, in the next 60 seconds I’ll help you decide when to specialize and when to broaden your reach. Paige McPheely, CEO at BASE, and I recently discussed a simple but powerful insight on Wisdom From Wizards. When you’re scaling, speed and precision matter. Paige believes in winning a niche market fast instead of going wide and slow. Her company has spent 11 years mastering one thing: matching high-growth leaders with exceptional executive assistants. That depth of expertise created trust, brand authority, and operational excellence. It’s tempting to add new roles or offerings along the way, but spreading too thin can weaken your momentum and confuse customers. Doing one thing incredibly well is often the shortest path to breakout growth. If you can move fast in your niche, even better. Focus drives speed. Speed drives results. That’s how you win. 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