Ever heard of Tupperware? Once a household staple, now a brand teetering on the edge of extinction. Their mistake? They forgot to pivot. And it got me thinking… when was the last time your business embraced change?
Tupperware just filed for bankruptcy.
The younger generation might not recognize the name, but there was a time when Tupperware was a household staple—the go-to for storing and transporting food in almost every home.
Yet here they are now, a brand slowly fading into obscurity, overtaken by newcomers in the market.
When I saw the news about their bankruptcy, my first thought was, “They forgot to pivot.”
That one word—pivot—stuck with me.
It got me thinking about my own career and the many business owners I’ve met, interviewed, and consulted with over the years. It echoed in my head: They forgot to pivot.
There’s nothing wrong with sticking to what you’re good at. But there comes a time when you have to adapt, to embrace change, and move forward. You can leverage your strengths and make them new again, but I’ve found that many business owners resist this. They’re hesitant to think outside the box.
It’s that old adage: “This is how it’s always been done.” Or, “That’s how the competition does it.”
But my response has always been the same: “So? Who says you have to follow the rule book? Will you solve their problem by being just like everyone else?”
How do you know when it’s time to change?
I believe every business owner has that gut feeling when it’s time to pivot. But fear creeps in. Fear of losing customers (yes, some might leave, but you’ll gain new ones), fear of losing money (true, but you’ll earn it back when you attract fresh customers), fear of losing what the brand stands for (not if you stay rooted in your core strengths).
I’ve had to pivot and adapt many times in my own career. I’ve taken risks, jumped in with both feet, and learned as I went. I’ve made mistakes, sure, but each time I twisted and turned in a new direction, I got better at the journey.
Here’s an example:
At one point in my life, I owned a computer repair shop, offering PC repair services with a team of technicians. But we were competing with four other repair shops in the area, all doing the same thing.
After some research, I realized we needed to pivot. So, we transitioned into an IT managed service provider, offering cybersecurity and data recovery services to nonprofits and small businesses.
We didn’t know much about cybersecurity or disaster recovery at the time, but we learned quickly—taking online courses, leaning on our vendor reps, and gaining the knowledge to set ourselves apart. Our repair services evolved into more comprehensive network solutions, and soon I wasn’t worried about keeping my technicians busy anymore.
We pivoted, and it worked.
You’re never too big or too old to change direction.
Today, I’m a fractional CMO and project manager, working remotely. I’ve been a business owner twice over. My teenage years were spent working alongside my parents in their family business. After college, I jumped right into starting my own graphic design business before being hired as a creative director for a nonprofit (who just so happened to be my first client).
Some of my favorite roles have been as a marketing director for a computer OEM and owning an art gallery and pottery studio.
Who says you have to stick with what you’ve always done?
It’s just fear holding you back. Be bold. Be fearless. Embrace the journey, and one day, you’ll look back and say, “Wow! What an amazing ride!”
I feel sad for Tupperware. Now, they’ll look back and say, “If only we had embraced change.”
Suggested Reading:
The Difference Maker, by John C Maxwell
What Got You Here Won’t Get You There, by Marshall Goldsmith
Thrive: Strategies to Turn Uncertainty to Competitive Advantage by Meridith Elliot Powell
Hidden Potential, by Adam Grant
