By Vicky Sidler | Published 22 June 2025 at 19:30 GMT

A recent TKer analysis highlighted a simple truth: the best business decision you make might be to switch to an entirely new business model.

It sounds dramatic, right? Like deciding mid-flight you’d rather pilot a submarine. But some of the most successful businesses in history have thrived exactly because they had the courage—and clarity—to pivot.

However, while some pivots work brilliantly—some make the Titanic look like a successful cruise. Here’s how to make sure you’re the former and not the latter.

TL;DR: 

Pivots aren’t just for tech bros and TED talks:

• The smartest move you make may be switching to an entirely new business model.

• Berkshire, Netflix, and Apple all pivoted hard—and that’s why they’re giants.

• Pivots fail when leaders cling to outdated products, fear change, or chase shiny trends.

• Winning pivots follow three rules: test small, communicate clearly, and build on existing strengths.

• If your messaging is muddy, no pivot will save you—start with a clear one-liner (grab the 5-Minute Marketing Fix) before you dive into a new direction.

Pivot or Die—Famous Business Switches:

If this all sounds super scary (and no judgement, it is), the TKer report cites a few great examples to help put your mind at ease:

• Berkshire Hathaway was a boring textile company when Warren Buffett bought it. He quickly switched it into insurance, candy, and eventually into everything from underwear to airplanes.

• Netflix dominated DVD rentals by mail, then completely transformed itself into streaming, now valued over $500 billion.

• Apple once just sold computers. Now computers are less than 10% of their sales, and phones and services dominate their revenue.

These companies realized their old ways weren’t going to cut it long-term. Instead of stubbornly staying in one place, they pivoted—hard.

Pivoting Isn’t Just Courage, It’s Clarity:

Knowing when and how to pivot is tricky. The TKer report admits that figuring out if you're changing direction in the right way can feel impossible. A pivot can save your company—or sink it.

Here’s what usually trips people up:

• Denial: Not wanting to admit your core product is past its prime.

• Fear of change: Employees and management resist switching gears.

• Blind guessing: Jumping to something trendy without solid research.

So, if pivoting is necessary but risky, what do you do?

3 Ways to Pivot Without Losing Your Mind (or Business):

I’ve worked with dozens of business owners as a Duct Tape Marketing Strategist and StoryBrand Certified Guide—and most successful pivots have these three things in common:

1️⃣ Test Small, Pivot Big:

You don’t need to throw your entire business model out overnight. Test new products, services, or markets quietly and carefully before you shift gears. Netflix didn't drop DVDs immediately; they slowly shifted as streaming took off.

2️⃣ Explain Clearly—Again and Again:

Change freaks people out—your team, your customers, and especially your investors. Your new direction needs to be communicated so simply that your teenage nephew understands it on the first try.

3️⃣ Keep One Foot Anchored in Reality:

Successful pivots aren’t guesses. They build on your strengths. Netflix was already good at delivering entertainment; Apple was already great at tech. Use what you’re great at to branch out, rather than trying something completely random.

Get Clear, Then Get Moving:

If you're considering a pivot—or just want to clarify your existing business model—grab my free 5-Minute Marketing Fix.

It helps you quickly create a simple, powerful one-liner so clear that pivoting your business won’t sound like steering a submarine through the sky.

👉 Get your free 5-Minute Marketing Fix here.

Pivoting Is Hard, Staying Still Is Fatal:

Change is messy, scary, and uncertain. But ignoring change is even riskier. If you think pivoting is painful, try bankruptcy.

And remember: if Apple had never pivoted, you'd still be reading this on a clunky desktop—assuming the dial-up worked.