Welcome to the Pivot of Gibson Business Performance – Why it happened and what can you take from it

So why? Why the pivot? Was it the colors and fonts? Well, yes but no.
If you followed me between 2008-2010, you would have seen a marketing student and “up and coming” entrepreneur, scaling small businesses on social media and digital platforms.
From 2011-2017, you would have seen a marketing and fitness enthusiast helping gym owners and personal trainers transform their brands into profitable businesses.
And in 2018 you may have gasped when I announced that I was leaving my Manhattan corner office to go full-time entrepreneur while snagging a PhD in Business Innovation & Strategy. Yikes. For two years it was a bumpy ride (a post for another day), but in 2019 I hit my stride. Working with brands in business for 3+ years looking to grow.
In January 2020, I was asked to join three insanely smart men as the fourth partner of The Convergence Collective – right back to NYC I go. And by June 2020 this was no longer the reality. I found myself servicing laid off creative professionals looking to take their skill sets and turn them into freelance businesses from registering the business name to scale to six figures.
It was a true “feel good” time for my business but then I quickly realized, what gave me such pleasure in marketing strategy had to start with the core of the business strategy – and so many entrepreneurs and existing businesses needed to relook at theirs to ultimately see growth during the pandemic.
Q1 of 2021, I committed to transitioning back to servicing in-business entrepreneurs, but this time, prioritizing the business strategy overall. Less about the latest shiny marketing tactics and more about the strong as hell business models and fast-flowing revenue streams. And so, we pivoted once more for these reasons:

1 | What made me most excited & most money changed

As humans we evolve – what we learn, what we experience, what we desire to do. And thus so do our businesses – what we want to share, teach, and grow. My business had made a lot of pivots over the years and at the same time, matured.

In 2008, I wanted to be seen as agile, affordable, and approachable.
In 2021, I wanted to be seen as experienced, innovative, and exciting.

Now transitioning from marketing strategy expert to business strategy expert doesn’t seem like a huge transition – but for me, it meant changing my written and aesthetic content.

This all needed to come through my services, pricing, and branding.

2 | My ideal client had shifted

One of the best reasons to pivot is to reach a new audience. Over the years, I had looked to attract elderly small business owners, personal trainers, and then unemployed creative professionals.
Today, my ideal clients are looking to build, rejuvenate or pivot their business model and strategy. Looking to expand their revenue streams and innovate their differentiators. All to avoid wasting their resources on another marketing “refresh” for a less than fresh business.

3 | My services were niched down

Early in my business, I was eager to work with any clients in any capacity. If I could go back and tell myself anything, it would have been 1. Get a coach already 2. Stay in control of how you work.

Today I have niched down to three areas of working.
3 Month | One-on-one coaching/consulting
1 Week | Workshops
Self-paced | Courses & Membership

It does my business and my mental stability to have guidelines for how my business operates and allows me to get specific with my operations systems — it’s a dream!

Any of those areas sound familiar? If you’re in need of shifting significant parts of your business, like your audience or your mission or your services, I would highly recommend giving thought to whether or not you’ll be most successful with a customized plan?

If you need some help talking over key elements of building a business that sells and tells your brand story before jumping into the next shiny marketing plan you found, book a Profit Pivot Discovery Call (think of it as therapy for your business)! Or if you’re ready to dive into the coaching process feet first, you can book your spot in my coaching calendar HERE.