Intro
In business, pivoting means making a strategic shift to adjust your business model, offerings, or operations in response to changing circumstances. It’s a necessary part of staying relevant and competitive in today’s fast-paced world. For many small business owners, pivoting can feel overwhelming—especially when it means stepping away from familiar routines or rethinking long-held plans and policies.
Paula Keene, Owner of Creative Synergy and one of Small Business Milwaukee’s advisors, explains, “Seeing opportunity and thinking differently supports the art of pivoting.” Change is constant, and successful business owners recognize the importance of adapting to new trends and shifting market dynamics. While pivoting isn’t always easy, embracing change with an open mind can lead to new opportunities for growth and greater sustainability and profitability.
How do you know when it’s time to pivot? What role does creativity play in helping you navigate that shift? In this interview, Paula Keene shares her insights, personal experiences, and actionable advice for business owners ready to embrace the art of pivoting.
When Does a Pivot Become Necessary?
Paula points out several situations that require a pivotal shift. Some include:
-
-
- A decline in sales or shifting market trends
- Staff burnout or personal life changes that impact a business owner
- Community changes that influence customer demographics
- The rise of e-commerce, which has reduced foot traffic for many brick-and-mortar stores.
-
“The internet has shifted the way consumers shop,” Paula explains. “The more we shop online, the less we see walk-in traffic. So, small businesses need to think creatively about how to capture customers in new ways.”
Creativity as a Compass for Change
Just as a compass points you to true north, there are many ways to get direction for determining your new pivot or pathway. Paula highlights how connecting with others can help business owners reimagine, redirect, and reconfigure business goals. She encourages business owners to discover new perspectives and opportunities. For example, she suggests tapping into community resources such as local networking meetups, mentoring programs, local colleges, and Small Business Milwaukee events. Fill up your calendar with a wide range of these activities to help guide your path and promote profitability.
“You don’t have to do this alone. Pivoting, in part, is about meeting new people, seeing new possibilities, and adjusting your path to lead and align with what’s happening around you.”
Small Ways to Spark Creative Thinking
When a business stalls, small changes can ignite innovative ideas and greater energy. Paula suggests several ways to jumpstart creativity:
-
-
- Listen and Learn: “We grow faster by listening to others,” Paula shares. Conversations can often spark unexpected solutions.
- Network and Collaborate: Learn and share with other entrepreneurs who’ve successfully pivoted or are in the process of pivoting themselves.
- Leverage Tools Like ChatGPT: Explore AI tools to brainstorm ideas and create new strategies.
- Journal to Capture Ideas: Reflect on challenges, brainstorm solutions, and explore future possibilities.
-
She also emphasizes the importance of researching and using local resources: “Your local Chamber of Commerce and small business districts are filled with a wealth of information. Use these resources to reassess and collect data about your community and current market trends.”
Mindset Shift: Seeing Change as an Opportunity
One of the biggest challenges for small business owners is shifting their mindset. Rather than seeing change through a fear factor lens, try using collaboration and a positive mindset to generate change and new possibilities. Paula reminds us that positivity leads to possibility, as her own story will show.
Paula’s Personal Pivot Story: From Candy Store to Creative Synergy
Paula is no stranger to pivoting herself. Her own journey is a testament to the power of adaptation and creativity. After closing her candy store to focus on her family, Paula didn’t step away from her business contacts. Instead, she continued to fulfill client orders, manage corporate accounts, host candy parties, and maintain her advertising and marketing clients—all without a storefront. Additionally, she went back to school and started a new career in art education. Paula is pivoting again to art studio classes and continuing creative consulting, coordinating paint parties, and custom interiors. Creative Synergy has transitioned and pivoted for over three decades. (Call Paula for ideas to get you started!)
Testing a Pivot Before Going All In
Paula recommends low-risk ways to test a pivot before committing fully:
-
-
- Seek Feedback: Start with your current customers, family, and friends
- Pilot New Offerings: Try limited launches or pilot programs to assess interest
- Analyze Community Trends: Use local data and industry trends to validate the need for change
-
Staying Grounded During Uncertain Times
Pivoting isn’t just about strategy—it’s about staying grounded while navigating change. Paula encourages business owners to remain connected to what’s already working while keeping an eye on future possibilities.
“Know your market, trust what’s working, and stay anchored in your strengths. As you pivot, you’ll have a strong foundation to build upon.”
The Power of Community in Pivoting
Paula reminds us that collaboration and community play an important role in discovering new directions. “We’re all about building community and supporting each other,” she says. “When you’re figuring out your next move, being part of a community that values growth can make all the difference.”
Final Words: Build from Your Strengths
For anyone feeling hesitant about pivoting, Paula offers this powerful advice:
“When you embrace change, you’re creating new opportunities for sustainability and opening the door to exciting new possibilities.”
As Paula reminds us, the art of pivoting is not about fear—it’s about celebrating change!
In today’s world, where change is constant, pivoting is no longer an option; it’s essential!
Paula Keene. Artist. Educator. Entrepreneur. Designer. Decorator. She has been a practicing artist for almost 4 decades, an advertising and marketing professional supporting small businesses for over 3 decades, and a very proud public high school art teacher for over 2 decades. In addition, she has firsthand knowledge in running her own successful businesses. Paula teaches classes and hosts paint parties in her private studio.
Invite me, Paula Keene with Creative Synergy, to your next meeting or gathering. Let’s start a conversation. Call me at (262) 443-1665 or email me at [email protected].