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I haven't been honest with you: A pivot like no other

Today’s talking points:

Pivoting - scary but essential! If you’re thinking you might be ready for a pivot in your business, see if you resonate with these 6 signs and follow the action steps below.

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If you’d asked me a few weeks ago I would’ve said pivoting was the scariest thing you could ever do in your business.

Now I have a different perspective - I can safely say that pivoting can be the best possible thing to happen to you - when it’s needed. And that last part is what we’re going to talk about today.

In this episode, I’m going to walk you through 6 signs it’s time for a pivot and because we all love tangible action steps, what to actually do about each one - a small and specific area for you to focus on.

I’m very much in the weeds with my pivot at the moment and what I’ve realised so far is that yes, pivoting can bring you a lot of challenges and self-doubt.

But it also brings a lot of certainty.

Making the decision to pivot is one of the hardest things to do because you’re the only one who can really make it.

And it’s my job today to guide you in making that decision!

We’re going to cover:

What to do when your current business doesn’t align with your life (and what alignment actually means)
How a shift in your identity can encourage you to make a pivot
Why you aren’t getting anywhere by craving clarity (and what to do instead)
How to get your creative spark back with your work
What to do when your ideal client changes
How to manage when you’re forced to pivot for reasons outside of your control

This is a juicy episode so get ready to make notes!

your first sign to pivot - Your business doesn’t align with your life

So, the first sign I'm going to start with is the one I see most often when coaching my clients through their own pivots. Number one is that your current business doesn't align with your life. This is usually the biggest issue I encounter, and there can be different reasons for this. It could be due to changes in your circumstances, such as pregnancy, discovering a chronic illness, or becoming a caregiver for a family member. Alternatively, as you grow and your values evolve, your business may no longer reflect who you are.

Understanding this isn't easy because it requires self-awareness. When I say your business doesn't align with your life, what does that mean? "Alignment" is a word often used, but it can feel quite vague. So, let's break it down. Alignment means adjusting something so it's in the right place.

Being out of alignment in your business can feel like a constant struggle, where you never seem to get ahead no matter how hard you try. Conversely, being in alignment feels easy and joyful.

There are many ways you can be out of alignment: the work you do, who you are on a day-to-day basis, how you do your work, your thoughts, or your beliefs. The bottom line is that when you're out of alignment, life feels like an effort or a struggle. Specifically, when your business doesn't align with your life, it usually means you're not aligned with how you run your business and what you focus on.

Purpose is a big part of this conversation because uncovering your purpose takes time. You need to ensure your business matches and optimises your purpose. That's why I don't advocate a one-size-fits-all approach to business. When we try to squeeze ourselves into a generic model, we get out of alignment because it's not true for us. I don't believe in copy-and-paste business models; you must consider if something will work for you.

Remember, being in alignment doesn't mean everything will always feel easy. There will be challenges, but they will be the right ones for you, the ones meant to help you grow. Getting into alignment isn't always easy, and you may need to make tough choices to achieve it, such as pivoting your business model—exactly what I am doing.

Now, I want to address the myth of work-life balance. When I talk to people about what they want, this phrase comes up often, especially among women. It's like a never-ending power struggle: work too much, and you feel bad for not investing in life; focus on life, and you get behind in work. This constant tug of war leads to one of two outcomes, neither of which is pleasant: either work takes over your identity, or you grow to resent it for overshadowing what matters to you.

This is why I believe in work-life alignment or harmony instead of balance. The biggest mistake people make is trying to build their life around their business. Instead, you should become clear on what you want in life and use your work to create that desired future. Focus on harmony, integration, and alignment to channel your energy into creating a meaningful life.

Here is your action step for this section, split into three subtasks:

Get crystal clear on what's important (your priorities):
- These might include family, community, contribution, being outdoors, personal growth, friends, healthy eating, positivity, reading, creativity, hobbies, etc. Explore what's important and jot down everything real to you without filtering or editing.
Assess your current work situation:
- Once you know what you value, use your feelings as a guide to determine how in or out of alignment your work is. If you're out of alignment, you'll dread your desk, overreact to situations, work crazy long hours, and know something needs to change. These are telltale signs that your work and life are not aligned, indicating significant changes are needed.
Identify what you want more of:
- Ask yourself, "What do I want more of that I am not getting?" This question is powerful. You can't change your situation instantly, but knowing what you want more of and what is lacking is a crucial start.

your second sign to pivot - you are a different person

Reason number two that it's time for a pivot, or sign number two, is that you are a different person—in a good way. I've experienced this massively. It's natural for us to evolve, and our identities shift. I've spoken to clients with two children who have felt the same: their identities shifted after having their first child, but after the second, it was a completely different ballgame.

Honestly, before I had kids, I was scared to introduce a baby into the mix. Even after my firstborn, I feared adding another. Before I had my son, my business was my baby. I worried that I might lose my passion for it. But I remembered something my mentor always says: "Holly, how is this happening for you?" I believe everything happens for a reason. Motherhood has made me a better business owner, mentor, and strategist. I work with many more moms now, and I’ve realised that motherhood adds, it doesn't subtract.

If someone decides to close their business after becoming a mum, that's perfectly fine. But for me, it gave me a new focus. It has definitely made me a better business owner. I had moments of doubt, wondering if I still wanted my business. But once I got more sleep and wasn't feeding a million times a day, new ideas started flowing back.

Before kids, I worked whenever inspiration struck. But having kids forces you to think critically about your time. I used to think I was strategic, but I just had the luxury of time. I had to analyse what brought in the money—the 80/20 rule. This meant focusing on the 20% of activities that produced 80% of the results.

Having less time has made me more intentional about growing my team. Motherhood has helped me step into the CEO role. I had to think differently about my time and revisit my "why." It sounds cheesy, but it’s powerful. Ensuring you're not chasing someone else's finish line is crucial. Burnout often happens when you're working toward someone else's goal, not your own.

Successful business owners stay focused and avoid shiny object syndrome. I've become more focused, hoping it continues. I don’t jump on every new platform because I don’t have time to experiment. I stick with what works and make calculated decisions. Remember, you are not in a race. As ambitious women, we often pressure ourselves to achieve quickly with big outcomes. I used to feel like I was in a race, but now I remind myself that I set the pace. I choose what success looks like for my business.

Give yourself grace and remember that you set the pace.

Here is your action step for this section:

One significant action step for you is to avoid endless scrolling. It's so easy to consume content mindlessly, especially when feeding a baby. I enforced no-scroll evenings because it affected me so much. My solution for you is to put on your blinders. Be selective about the information you consume. Focus on your own why and goals. Mute, unfollow, or unsubscribe from anything or anyone that makes you doubt yourself.

your third sign to pivot - you are craving clarity

So, sign number three that it’s time for a pivot is that you are craving clarity. This was me—I was fidgety, uncomfortable, and desperately wanted clarity. I’ve realised, and often tell my clients, that many people wait for clarity. They journal, they ask, and then they just wait for it to come. But clarity comes from taking action. You’re not going to get it by waiting; you have to take action to create clarity for yourself.

There were so many things I journaled about, allowing myself to dream. I realised I needed to focus not on manifesting my goals or the biggest things I wanted in life and business, but on manifesting the version of me who has those things. How would she set up her day? How would she work? What would she wear? How would she do her hair? What habits would she include in her morning routine? How would she spend her evenings? What would she have for lunch? How would she create content?

For the past 12 to 18 months, I’ve focused on embodying that version of myself. How does she hold herself and run her business? By focusing on that, you gain the clarity to understand what you want. Your seeds of intention will inevitably bloom from that.

My biggest solution for this is journaling. Even if you’re not naturally a journalist, it’s the best way to find clarity. Journaling has been the most impactful self-development tool in my life. It’s beautifully simple, head-clearing, and always leaves me feeling like I have more answers than questions.

Here is your action step for this section:

If you don’t know where to start, try morning pages. I can’t fit morning pages into my current season, but I do a mini version. Morning pages come from the book The Artist’s Way. It’s three pages of free writing—just a stream of consciousness without prompts. You get your thoughts, dreams, frustrations, and plans onto paper, allowing you to meet yourself where you are. Start with one page if three pages feel daunting. Fill the page and see what comes up. That’s how you’ll get clarity.

your fourth sign to pivot - you are unsatisfied with the work you used to love

Sign number four that it’s time for a pivot is that you find yourself unsatisfied with work you used to love or feeling creatively stagnant. This is similar to reason number one, but specifically related to the work you are doing. For me, this manifested in content creation. I had no motivation to show up on stories, record podcast episodes, or come up with content ideas. This was one of the biggest signs that I needed a rebrand and pivot because I started to dread creating content. I no longer felt excited or invigorated by the process. I was bored with my content and tired of talking about productivity habits.

Despite receiving positive feedback, testimonials, and daily messages from clients indicating that my work was impactful, I struggled to articulate this in my content. Now that I’ve taken action to gain clarity on what I want my business and life to be, and how I want my business to support that, I know exactly what I’ll be talking about and focusing on. That’s a story for a different podcast episode.

When you start to feel bored and drained of ideas, it’s a clear sign that it’s time for a shake-up. We know the signs: boredom leads to boring content and inconsistency, and it affects your sales and how you show up. It’s a vicious cycle.

Here is your action step for this section:

My solution for you is to take a break. I know it sounds counterintuitive, but as entrepreneurs, we often get stuck in front of the computer, which drains our energy and ideas, whether we’re in alignment or not. The first thing to do when you need inspiration and motivation to create content is to get away from the computer. Almost any activity away from the computer will help. For me, getting outside recharges my batteries. Every good idea I’ve had can be tied back to a walk or time in nature. That might not be what does it for you, but figure out what recharges your batteries. Get away from the computer and do it. It might even be wandering around the supermarket filling up your basket for the meals you’re going to have this week.

your fifth sign to pivot - you’re interested in serving a new audience

Sign number five that it’s time for a pivot is that you have an interest in serving a new audience. This is a natural part of business growth. As you improve and evolve, it’s common for your ideal clients to change. When this happens, it can create a misalignment between your business and your life, as discussed in the first prompt. Your ideal customer plays a significant role in this alignment.

The reason I included this point is that to have a successful business, you must help people. A great business solves problems and offers solutions to its customers. You can only create amazing products, offers, and messaging successfully if you know who your ideal customer is.

Here is your action step for this section:

Now, I want to go straight into the solution for this one, because I think it explains everything. This is an activity I’ve been doing recently and will continue to do as I reevaluate my business.

I want you to create a before-and-after description of your ideal customer. The “before” side focuses on understanding your dream customer’s struggles, pain points, and problems. What keeps them up at night, Googling for answers? What are they thinking and believing about themselves and the world?
The “after” side describes what your dream customer wants life to look like once their problems are solved. What are their aspirations? How do they want their body and mind to feel? What do they wish they could do, have, or achieve, no matter how big or small? Imagine their dream world where all their problems are resolved.
By the end, you’ll have two clear lists: a before-and-after description of your ideal customer. These lists can form the basis for all your products, marketing, sales material, and promotions. When you can speak to your ideal customer’s “before” situation in your marketing and paint a picture of life after resolving their problems, they will feel seen, heard, and understood. This will help them identify that your offer is for them.

your sixth sign to pivot - the industry has shifted

And finally, sign number six that it’s time for a pivot is a shift in the industry. You might be experiencing low sales, or an outside circumstance could be affecting your business. I wanted to combine these factors because we've all felt their impact recently. We've faced COVID, the cost of living crisis, changing platforms, and shifting buyer behaviour, among other challenges.

While we can't control these factors, one of my biggest values is to take ownership. Whether it’s the economy, industry shifts, or market fluctuations, our world continues to change. This often leads to waking up with "what if" syndrome: What if no one buys? What if it all goes away? What if I can't do it? What if I lose all my clients?

When we consider recessions, wars, or market shifts, it’s unlikely that these won't affect us in some way. Such events impact both successful and struggling businesses. For instance, your customers might spend more time evaluating the importance of your product or service, deciding if they need it right now. You might need to prepare for some customers not renewing, provide more information, or offer more value for the same price. You’re not just competing within your industry; you’re competing with your customers' financial priorities.

Honestly, we've all had to pivot over the past four years since COVID. I believe the online industry will continue to grow, and we’ll see more growth in the next few years. However, as we pivot, others will too, and they need to adapt. To make their adaptations successful, they’ll still want to spend money. There’s no ceiling on opportunities, and we can use this as a chance to change our perspective.

The biggest way to do this is by focusing on the future. If we only concentrate on the present, we miss out on a lot. One thing I often say is that the business you have in three to six months results from the work you do today. The core focus should be ensuring your business runs on a reliable operating system, allowing you to predict your results. This is where my energy and focus are going.

The game plan is to help you implement this operating system into your business. It’s crucial, and that’s my primary solution. Additionally, I recommend seeking help, whether through a low-cost workshop or investing in mentorship. The last thing you want is to freak out and be unproductive. It’s hard and scary, but the results are so worth it.

recap

Let's recap the six signs that it might be time for a pivot or an evolution in your brand and business:

Your current business doesn't align with your life.
You have grown as a person—in a good way, definitely.
You are craving clarity.
You are unsatisfied with the work you used to love or feel creatively stagnant.
You have an interest in serving a new audience.
There’s a shift in the industry, an outside circumstance affecting you, or you’re experiencing low sales.

Use these six signs as a checklist to evaluate your situation. You might resonate with one of them, or you might relate to all of them. This filter can help you base your decisions on solid ground.

To wrap things up, notice that some reasons to pivot come from within yourself and your business, while others are influenced by external factors. Either way, you will know in your soul if and when you need to pivot. When that time comes, keep these three things in mind:

A pivot doesn’t have to be massive. Sometimes, small micro-pivots can align your business and soul. While big pivots can be amazing, the size of the pivot isn’t as important as the impact of the result. Sometimes, less is more.
Test, test, test. Before making drastic changes, test a few things where you want to see changes. Sometimes, you know you need a pivot but aren’t sure which direction to go. Focus on what feels most aligned, where you’re seeing financial or community results, and base your decisions on data.
Conduct a thorough analysis before pivoting. Aim to add more value than your competitors. Identify areas where you can stand out and go all in on them. What unique approach can you take that no one else is doing?

Reflecting on my own thought process over the past few weeks, I’ve realized that it’s not that I don’t want to work—I love my business and know the direction I’m going in. However, the time spent away from my children must be worth it. My non-negotiables are: enjoying what I do, impacting people, and making money.

Do you resonate with any of these signs? Are you feeling the need for a pivot?

If you’re feeling stuck about where you are and what you need to focus on, I highly recommend downloading the Solopreneur’s Growth Playbook. This free guide will help you determine exactly what to focus on to grow your business by walking you through the three stages of business growth.