Pivot to Business Resilience

Kris Sutton

Kris Sutton

StoryBrand Guide. Marketing Storyteller and Strategist.

What's Your Pivot?

What you need to know to increase your value now

business resilience problems

Things will not go back to the way they used to be. 


Even when your part of the world “opens up,” it’s likely that your clients have new concerns and issues. The big push for business owners is to shift everything online. Whether you’re a speaker who is now a “remote presenter,” a therapist who now offers sessions over Zoom, or a restauranteur who offers delivery via an app, the way to position your services needs to change.


To determine your shift, start by seeing yourself as a resilient business owner who is a problem solver. Ask yourself these questions:

  • What challenges do your customers have?
  • What is the same as before COVID?
  • What is different?
  • What tools, skills, talent, or knowledge do you have that can solve these new problems?

The answers to these questions will guide your pivot. To create a resilient business you may have to think creatively.

Getting Creative with Toilet Paper

Modern Market is an excellent example of a business that is pivoting toward what their customers need. With grocery delivery and pick-up becoming more difficult due to demand, Mod Market has seized upon filling this need with their new “Grocery Boxes.” Their messaging is clear:

If you’re waiting on a grocery delivery that may never come or your local grocer is out of, well, everything you’re looking for, we have you covered. Shop The Market and choose between several different grocery boxes. We’ll even deliver – contact-free of course.

They even provide a roll of TP with every box!


They’ve come up with a way to take what they have (more food than they are cooking for take-out) and paired it to their customers’ needs (food in the form of groceries). Additionally, the TP is a nice nod to the toilet paper crisis that emerged from panic buying.


Shift Your Business to Stay Relevant

How can you shift what you offer to fit your clients’ new needs? Start by reassessing your clients’ challenges. See yourself as a problem-solver rather than whatever title you gave yourself previously.


Once you’ve repositioned your offers, you will need to update or create new marketing messaging to convey your shift accurately. In the next post, I will give you some tips on how to position your message so people will pay attention.


Until then, I’d love to hear from you. How are you shifting what you offer to prospects? How are you staying resilient? What’s your pivot?

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