This is a crazy time in our history. What’s happening right now is not something that you can truly prepare for, or even anticipate. We are definitely breaking new ground in our world, and that means that we need to be prepared to break new ground in our businesses as well.

So how can you manage your business or your cash flow when the world is changing as quickly as it is? Well, you may need to pivot, either slightly or fully, and that’s the topic for today’s video PSA.

It could be time to pivot your business

So here’s our message for today. If you’re a business owner and you’re struggling right now because the way you were doing business before is changing and not quite working the same way anymore, it could be time to pivot.

That might mean changing what you’re offering. It might mean changing the audience you’re offering your products and services to. It might mean changing the way you’re marketing your offerings. Or maybe even changing your offerings altogether for something that could be more useful in this time that we’re in.

A moment of inspiration

Before you get all overwhelmed and think, “Oh my God! Now I have to start over with the production, creation, marketing and selling part of my business,” let’s pause for a moment. Take a deep breath. Pause for a moment of inspiration – because did you know that there are a ton of amazing big companies out there who have pivoted during times of crisis, just like this?

During World War 2, many US companies and manufacturers started changing what they were producing to help out in the wartime efforts. They started producing parts for planes and ships and tanks, and guns and ammunition, because that’s what the country needed at that very moment. And even in the crisis that we’re dealing with right now, we’re seeing a similar kind of thing happening. Perfume manufacturers and alcohol companies are producing hand sanitizer. Clothing companies are starting to produce surgical masks and gowns that our doctors and hospitals and nurses so desperately need. There’s even talk that a few auto manufacturers in the UK, Rolls Royce and Jaguar, are going to be shifting and producing ventilators, so that hospitals have the ability to take care of patients that are coming in that need that critical type of equipment. So, we’re seeing this happen now in big business, and the exact same thing can happen in your business.

Find your opportunity

If you see an opportunity where you can provide something that people desperately need right now, now is the time to make that pivot and change what you’re doing. And this really all starts with a mindset shift. Because yes, this is not necessarily going to be an easy task for people to really pivot and change what they do, and how they do it, or create a new process or system. So it starts first in your mind, with seeing these possibilities of what you can do. What is required right now? What is needed right now? And it’s up to you to get really excited about that. Instead of feeling overwhelmed by it and feeling like, “Oh my God,” maybe you can just change your mind a little bit, and say, “You know what? There’s a whole new world of possibility right now. There’s a whole new world of opportunity right now, and what can I really do to help? Where can I use my gifts and talents, and the processes and systems that possibly I already have, or the equipment that I already have, in a new way that’s really going to help people in their most basic time of need?”

How do you pivot your products and services?

This really comes with listening to what it is that people are needing and wanting. We are even making a slight pivot in our business right now. We’ve been doing high-quality video production for many years with clients, one-on-one, and we are now creating a course to teach people how to do their own online video-based courses from home, because the way we’re doing business is changing. We’re becoming way more virtual. The bottom line is that you still need to get your brilliance and your experience and your wisdom out into the world, but maybe the way you’re delivering it is changing. So think about in your business – what you can offer? How you can pivot during this time where things are changing, your business is changing, and the way you’re doing business is changing. What can you offer to really serve those needs?

Steve & Jaime Geffner

Steve & Jaime Geffner are video marketing strategists, and an award-winning husband & wife video producing team. They are the creators of Geffner Productions, where they inspire business owners to step into their greatness with video. Since 2010, they have produced, filmed and edited over 3,000 online videos for hundreds of business owners, for their websites, blogs, social media pages, online courses, live events, and more.