Pivot to Profit

We are all learning some new vocabulary during these times. Words like “shelter in place,” “social distancing” and “herd immunity.”

Another word I strongly recommend people learn is PIVOT. Pivot simply means to “turn.” Many people reading this need to learn to pivot or turn. To pivot to new types of companies wide open for business. To pivot to new types of products businesses need. To pivot to new types of decision-makers who are buying the new types of products that businesses need.

I’ve heard many people say that they are waiting for things to return to “normal.” Unless you’ve been binge-watching Netflix, you must know by now that we aren’t returning to “normal” any time soon, maybe never.

Let me encourage you to not look at pivoting as if it is something bad. Perhaps pivoting may be the best thing you ever do for your business.

Here’s a great story about a famous company that pivoted to profits.

YouTube was originally conceived to be a video-based dating service where users could upload short videos describing their ideal partner and also browse for potential matches. Their slogan was, “Tune in, hook up.”

Eventually, they saw the potential in a much larger and different business model that we know today. That pivot helped the founders of YouTube build a company that sold to Google for $65 billion dollars.

Pivot to Profit.

Proforma is the leader in the printing, promotional products and packaging industries with a creative edge to add impact and value to your programs. Get in touch to learn how Proforma can help you achieve your marketing and overall business goals.

Greg Muzzillo

About The Author

Greg Muzzillo started Proforma as an industry distributor in 1978. The company grew quickly and in the early 1980s Proforma was recognized for three consecutive years on Inc. magazine’s list of the 500 fastest growing companies in North America. In the late 1980’s Proforma introduced its membership program to enable distributors to retain their business ownership and independence, and to share in sales and marketing resources, purchasing power with industry suppliers, one back office including all billing, accounting, vendor payments, cash flow, computer systems and more. Today Proforma has more than 750 members with over $500 million in sales. Proforma has over 100 members in its Million Dollar Club and more than 40 members in its Multi-Million Dollar Club (With sales ranging from $2 million to over $26 million). In 2014, eight Proforma members were named to Inc. magazine’s Inc. 5000 List of the 5000 Fastest Growing Companies.