What happens when a company builds its growth strategy around reviving forgotten small towns instead of chasing the next big metro?
In this episode our co-host, Lindsay Smith, sits down with Nick Murphy, COO of Optomi Professional Services, a 100% US based technology firm operating through two brands: Optomi, which delivers high-end IT staffing, and Provalis, which brings IT and business process consulting to centers of excellence in rural America.
He built his career across investment banking, a decade at The Home Depot, and a senior finance role at Ibotta before joining Optomi in 2023 and being appointed COO in December 2025.
Together they get into the exact criteria Provalis uses before betting on a town, how one Wall Street Journal feature turned into a wave of national press, and why Nick says his people are the closest thing his company has to inventory.
Listen now.
Sponsored by:
Cadre AI – If you are ready to turn AI into real growth for your business rather than just more tools visit Cadre AI to discover how their team helps companies increase revenue, improve profitability, and implement AI that truly delivers results: https://www.cadreai.com/coo
Timestamped Highlights
0:00 — Staying Close to the Business
0:44 — Nick Murphy Introduction
6:25 — “Business Partners First, Finance Partners Second”
10:41 — Wall Street Journal Feature
12:10 — “A Company of Firsts”
13:25 — Untapped Talent in Rural America
15:56 — Revitalizing Main Street
20:08 — Paying 100% of Benefits
29:43 — Most Exciting Career Moment
33:08 — “Executive Amnesia” and the CEO Relationship
34:15 — Challenging the CEO
40:05 — “If I’m the Bottleneck, We’ve Got a Busted Process”
41:50 — AI as a Growth Vector
46:16 — Childhood Dream: School Bus Driver
About the Guest
Nick Murphy is COO of Optomi Professional Services, where he oversees both the Optomi staffing brand and the Provalis managed services brand. He built his career across investment banking with SunTrust Robinson Humphrey, nearly a decade at The Home Depot spanning finance, merchandising, e-commerce, and marketing, and a senior finance role at Ibotta. He joined Optomi in 2023, built out FP&A, marketing, PR, and enterprise strategy, and was appointed COO in December 2025.
Mentioned Resources
About the Co-Host
Lindsay Smith is an experience-driven growth strategist and former Chief Strategy Officer. She previously scaled a new region without a traditional sales team or bloated marketing budget by turning relationships, culture, and execution into revenue. She is the author of No One Needs Another Company Mug, Stop Branding, Start Experiencing, and helps leadership teams use experience as a competitive growth lever.
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