We know the pandemic changed the way many small businesses survive. We never heard the word “pivot” so much since Ross tried to get a couch up the stairs with Chandler and Rachel on Friends.
Your business should always be evolving, because the rest of the world always will too. But is pivoting your offering right for you?
When Covid-19 resulted in global shutdowns, small business owners, especially those with storefronts, were left with two options:
Wait it out and hope for better days, or, create better days.
Switching up your marketing isn’t enough when you’re faced with such a widespread issue.
Look at what you’re marketing. Is it what your clients and customers need now? Does it help them today?
Chapter 10 of Get Different provides you with a blueprint to reimagine your business – for emergencies, and for plain old revamps. Don’t worry, you won’t have to start from scratch.
Jacob Limmer, of Cottonwood Coffee, is a friend of mine who found a way to pivot his offering as a result of the pandemic. When the shutdown occurred, people weren’t exactly running out to their local coffee shops. Most storefront owners had to close, which left them wondering, “Oh no, what do we do now? And for how long? Is this the end of my business?”
In addition to 2 storefronts, Jacob already had an online store (which is something I highly recommend), but what would people want in the moment of a global health scare? He decided to send a survey out to his mailing list. The survey said Cottonwood knew it needed to serve their customers in a new way, and asked what would be the most beneficial thing Cottonwood could do for them. The resounding answer was, “immunity”. Eur. Eeee. Kaaaa! And so The Immune Booster Cold Brew was created. Infused with high quality D3, customers could still enjoy their coffee ritual while getting the added benefit of a healthy supplement.
During the pandemic, Jacob had to close one of his storefronts. Today, business is in full swing thanks to his willingness to take a chance on something people needed. Reimagining your offering, truly serving your clients and customers is what you need to be marketing.
Reimagining your business will feel daunting, maybe risky even. But you didn’t come this far to only go this far. Once you utilize the Get Different strategies, you will be more equipped to manage detours the world chucks at your business – because you will have practiced getting different.
As for Jacob at Cottonwood, he says, “I feel more in control of my business than I ever have before. I know now that I don’t have to sacrifice my life for my business ever again. I can adapt to whatever happens and whatever I will need by reimagining it.” And isn’t that what we all want?
Wishing you tremendous success in your business.
-Mike
