Switching Up Your Small Business: Fundamentals of Pivoting in a Pandemic

Change is scary and uncomfortable. If 2020 has done anything, it's helped (or forced) us to come to terms with change. And perhaps there is no group that's had to shift and change more than the people working to keep America's small businesses afloat.

I had the opportunity this week to talk to Natasha Miller, the founder and CEO of Entire Productions, a business that just secured it’s third consecutive INC. 5000 fast-growth award. The brutal irony? This year, that business revenue stream went from multi-millions to ZERO in a matter of weeks.

Natasha took two weeks to grieve the old, and then got right after building the new .  She recognized —in the quiet created when her “firehose” of new business requests came to a trickle— a multitude of opportunities not only to improve but to reimagine or “pivot” her business for the better.

Here is her story and our conversation about:
1. taking stock of skills, relationships and existing marketable value
2. applying business fundamentals to inform necessary, if painful, decisions
3. listening and relentless learning about new market needs and technologies to address them
4. building resiliency to lean into a pivot (and be ready to do it all over again).

And if you haven’t read it, another terrific business leader (and customer), Eric Edelson recommended a great book about how to find and leverage the upside in adversity: Ryan Holliday’s The Obstacle is the Way.

Discomfort has some silver linings. Here’s to finding advantage from yours!