The Unexpected Road is Yours to Take
In times of uncertainty, the safe path can feel like a mirage, just a tad out of reach.
Perhaps it’s dependent on someone else’s decisions. Whether it’s economic headwinds, supply chain disruptions, political tensions or shifting consumer habits, we’re all navigating change together. The comfort of “business as usual” is fading. But what if that’s not a bad thing?
We often wait to pursue new ideas when the topline growth is solid and margins are healthy. Everything is running smoothly. However, some of the most successful companies in history made bold, strategic moves when the landscape was shaky. We’ve heard the stories of Apple introducing the iPod during the early 2000s tech recession and Netflix moving from DVD into streaming services, but there are lesser-known manufacturing stories.
W.L. Gore & Associates invested in R&D to expand its GORE-TEX™ outdoor waterproof and breathable fabric workwear for medical and industrial uses. For Gore, the unexpected road wasn’t just a detour. It was a main route to long-term relevance.
Is it Go-Time for You?
Now might be the best time to make a similar move or pivot and to give yourself permission to explore ideas that have lived on the back burner. It could be a product line sketched out a year ago, or a market segment that entices you or even a partnership with a competitor that once seemed too risky to pursue.
The odds are that your team may have more capacity and appetite for change than you might realize.
It may be a smart time to allocate resources for thoughtful risk. I’m not talking about reckless bets, but moon shots tethered to your core foundation to expand your strengths strategically, patiently and with purpose. Our favorite dictionary, Merriam-Webster defines moon shots as “an extremely ambitious project or mission undertaken to achieve a monumental goal.”
At K+L Storytellers, we’ve heeded the challenge and have been collaborating with like-minded agencies that have marketing offerings that enhance our niche storytelling capabilities. In return, they rely on our team of writers to fill the story gap for their clients. Additionally, we will soon be launching an initiative that gives any company the tools to bring storytelling inside their businesses. It’s scary-exciting. It’s a moon shot we believe in. Stay tuned.
A (New) Vision Story
Pivoting doesn’t mean abandoning your identity; it means evolving the way you tell your story and who you tell it to.
● What do you want to be known for in the next three years?
● What future are you helping your customers create?
● How have your audience’s goals changed?
● What is the “bigger dream” for your brand?
A compelling vision story helps all your stakeholders see the road ahead – and believe in the “bigger dream”; not as a departure, but as a confident next step. In this climate, people are looking for leaders who are reimagining.
An example. Here’s a vision statement we wrote for downtown Aurora, IL:
We envision a thriving downtown where entrepreneurs grow dreams, people feel comfortable being themselves and culture and historical preservation are revered. We envision a real downtown that is unapologetically local.
Why it works: we immediately acknowledge that we are not there yet, however, the vision invites people to be part of the journey. Bolded words are great for skimmer readers.
As a leader, get comfortable with imperfect information and rethinking your overall vision for your brand. The future will never be clear. But by articulating your intent, committing to change, and backing it with action, you build trust and momentum. Too, a vision story inspires your team to reach for something solid.
Moon Shots with Both Feet on the Ground
Not all pivots have to be massive.
Small, low-stakes experiments can lead to unexpected returns. Consider launching a pilot service in an adjacent market. Form a trial partnership with a manufacturer or technology firm outside your industry. Offer a beta version of a product that’s 80% ready. These moves can give your core business room to grow. Connect your vision story to the moves you are making. Do they distract you from your brand’s bigger dream or do they keep you on course?
Because sometimes, the fastest way forward is not to double down on what has always worked in the past but to take the road no one’s expecting.
And right now that road is wide open.