In response to the threat of a global pandemic, government-mandated closures were instituted in an attempt to “flatten the curve.” As a result, many business owners have been told that they needed to “pivot” if they hoped to survive.  But is pivoting a necessary strategy? Is it the best strategy? And what does it actually mean anyway?

Pivot

When you pivot you move in a new direction while staying “rooted” to a core principle. You are still offering the same basic service but you are finding a new outlet. A pivot first starts with a shift.

Physical Example:

• Start with your feet separated shoulder-width as in the previous exercise.
• Imagine that you are standing on a big clock. Your right foot is in the very center and your left foot is on the 9.
• Shift your weight to your right foot and keep it planted in the center as you move your left foot around the clock from 9 to 10.
• Keep repeating until you get back to your starting point.
• Try going counter-clockwise as well as taking bigger pivots (i.e. 10-3, 12-9, etc.)

  Business Example: A make-up artist who only does one-on-one sessions pivots by offering virtual consultations and tutorials. This maintains their “root” of helping clients look and feel better about their appearance and leverages their knowledge and skills, but the service is now offered in a brand new way.

Repositioning

This is a complete move. A new focus and service. Repositioning starts with a shift and possibly a pivot to avoid a clumsy transition that could end with you “falling on your ass.”

Physical Example:

• Start with your feet separated shoulder-width as in the previous exercise.
• Take two steps forward.
• Take two steps back to return to your starting position.
• Take two steps to your left so that you are facing 90-degrees to the left of your starting point.
• Return to your starting position.
• Try taking multiple steps or even jumping from position to position.

  Business Example: The owner of a small restaurant closes its business and becomes a commercial real estate agent

Stand Your Ground

This is the easiest thing to do, but it’s not always the most beneficial. This only works if your position is stronger than the forces that you are encountering. There is an old saying that goes, “if you keep on doing what you’ve always done, you’ll keep on getting what you’ve always gotten.” Many people look at this as a command to hold the status quo. If your current business model has brought you success, why would you want to change? On the surface, it makes absolute sense to stay the course. But there is another saying that you have to remember, “what got you here won’t get you there.” Or as Sun Tzu says in The Art Of War, “Do not repeat the tactics which have gained you one victory, but let your methods be regulated by the infinite variety of circumstances.” So, standing your ground does work to a degree, but not in a changing environment.

Physical Example:

• Stand as you did in the previous exercises.
• Have a partner start lightly pushing you while you resist and try not to move your feet.
• Have your partner start to gradually increase the force of the push or change angles until you can not maintain your position.
  
  Business Example: A musician who decides to “wait it out” instead of shifting (focus on recording or teaching more), pivoting (starting a music podcast), or repositioning (starting an embroidery business)

What’s the right strategy?

There is no “one size fits all” solution, so when managing change you should keep a few thoughts in mind:

• Only adjust as much as necessary to find the “revenue path of least resistance.”
• Overreacting is just as bad as underreacting.
• When possible, progress through the steps: stand your ground, shift, pivot, reposition.

Physical exercise

• Stand facing a partner with your feet separated shoulder width
• Have your partner start to gently push against one of your shoulders and slowly increase the force of the push
• As the force begins to increase, try shifting your weight either into or away from the force so that you feel more stable
• As the force increases try pivoting by moving one foot either forwards or backward, allowing your body to rotate slightly as you search for the return of a feeling of stability. 
• Continue adjusting to the force through your pivot until it becomes necessary to move your “pivot foot” to reposition yourself

So as you fight for the survival of your business, consider these words of wisdom from The Art of War, “In the midst of chaos, there is also opportunity.” While these are times of unprecedented chaos, the truth is that life is, and always will be uncertain. But if you develop the ability to find opportunity in chaos – if you understand how, when, and how much to adjust – you can achieve success while those around you fall.