How 11 Coaches Would Guide Clients Considering A Business Pivot

Pivoting a business can be a smart move if it’s done for the right reasons. A successful pivot should be well-thought-out and strategically executed. If it is the first time you’re considering pivoting your business, figuring out where, how and, most importantly, whether to begin at all can be a challenge. 

When a business owner is looking to make a change, their coach can help them understand if it’s the right decision and what the best strategy would be to make the shift. Here, 11 members of Forbes Coaches Council discuss the first things they would do in their next coaching session with a client who is thinking about pivoting their business.

1. Find Out What Success Looks Like

If my client is looking to pivot in their business, the first thing I would want to know is what success looks like for them. I would ask them in-depth questions about what they do well and where they think they can improve. Additionally, I would suggest speaking to satisfied customers and asking for opinions and success stories as part of validating good service. - Michelle Perchuk, MTV Coaching

2. Explore The Reasons For The Pivot 

I’d ask them for the reasons they want to pivot and what direction they have in mind, if any. If the reasons are legit and what they want to pivot into is more motivating for them, it makes sense. Important factors I’d look at are whether they would get to make a bigger impact or be more fulfilled working with a different group of clients and whether the new direction is more aligned with who they have become today. - Nida Leardprasopsuk, Nidaleard

3. Work On Increasing Alignment And Resilience 

Is their pivot aligned with their deeper brand values, or would they be “selling out” if they went through with it? How resilient are they? Managing change of that magnitude requires a lot of resilience. We would want to make sure that the client is doing everything they can to support themselves and increase their resilience. - Rajeev Shroff, Cupela Consulting

4. Understand What’s Driving The Pivot

I would ask them a series of questions to understand what is driving the pivot. What are you trying to achieve? What is driving this change? When you’ve completed this pivot, you’ll have gone from what to what in your business? Who will you be tapping to help drive this change? What time frame are you thinking about? What are the risks involved in this pivot? Who needs to get on board? Who will resist? Who knows what? - Kimberly Janson , Janson Associates, LLC

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5. Map Out Specific And Measurable Leading Activities

If a client is looking to pivot, we will begin to map out specific and measurable leading activities to get them where they want to be in our next session. We’ll focus on actions that will accelerate their growth and make sure they are laser-focused on their goals. Then, it’s a matter of checking in with them to follow up on their execution. - Jon Dwoskin, The Jon Dwoskin Experience

6. Consider External Forces And Internal Capabilities

Pivoting a business requires careful thought and consideration of both external forces at play and internal capabilities to successfully perform the said pivot. The client needs an honest and critical assessment of existing competencies and the requirements the employees need to possess in order to manage the change process. Mapping the skills and knowledge and having a clear strategy are key tasks. - Thomas Lim, Singapore Public Service, SportSG

7. Connect The Pivot To A Sense Of Purpose, Values And Goals

I would be curious about how the pivot connects to the client’s sense of purpose, values and personal and professional goals. This line of inquiry can provide coach and client with clarity as well as the grounding to develop a road map. A greater understanding of the client’s “why” also enables the coach to provide better support and strengthen the unconditional regard we must have for all our clients. - Vanita Bellen, True North Coaching and Consulting

8. Challenge Assumptions Underpinning The Desired Pivot

I would help clients challenge the assumptions underpinning the pivot to make the ideas more robust and future-proof. One of the major errors made when pivoting is looking for evidence supporting the pivot and not for counterfactuals. Adding in the counterfactuals can make decisions about the pivot significantly more accurate. - Barbara van Veen, FuturistBarbara.com

9. Recognize Difference Between Letting Go And Giving Up

I would make sure that the client is not giving up on their previous idea due to “shiny object syndrome,” but rather that they are letting go of what doesn’t work because they have found a better way of solving a problem. There is a big difference between letting go and giving up. Once the distinction is clear, they can make better decisions and will have more inner peace and the energy to work on their goals. - Csaba Toth, ICQ Global

10. Look At Industry Trends Driving The Pivot And What It Will Require

Asking questions to make a client think is one of the best things a coach can do. In their next coaching session, I would ask a client who wants to make a business pivot these two questions: “What industry changes or trends are driving your desire to pivot your business strategy?” and “Which of your current capabilities will you need to maintain, grow or strengthen?” With the answers to these questions in hand, we could have an informed discussion. - Curtis Odom, Prescient Strategists

11. Determine What A ‘Pivot’ Means

I have found that a "pivot" means different things to different people. For some, it’s an overhaul; for others it’s redirecting their lens into new territory, either vertically or horizontally. Each has very different strategic implications for a business. Thus, seeking clarity on the client's behalf would be the focus in our session. The clearer they are on the concept of a pivot, the better the strategic alignment will be. - Arthi Rabikrisson, Prerna Advisory