When the world shut down during Covid, the term “pivot” became the ultimate buzzword in business. Companies everywhere were forced to adapt, reinvent, and realign in response to unprecedented disruption. Some did it successfully — finding new opportunities and surviving turbulent times — while others struggled, shrinking or closing their doors entirely.
But according to Allon Raiz, CEO of RaizCorp, not every pivot is a good one.
“I have a weird relationship with the concept of pivoting. On one hand, every business must adjust its route from time to time, overcoming obstacles and capitalizing on new opportunities. On the other hand, I see too many business owners who zig-zag their strategies out of habit.”
he says
This tendency often shows up around year-end. Many leaders treat the launch of a “new strategy” as a ritual — something to make the upcoming year more exciting or to have something fresh to announce at the company’s first town hall. But as Raiz warns, “nothing confuses a team more than zig-zagging a strategy.”
Frequent changes erode trust. When employees see leadership shift direction every year, they begin to question the company’s vision. “If you changed your mind this year, and last year, and the year before, why should I believe what you’re presenting now?” becomes the unspoken sentiment across teams.
“Keep your strategy as stable as possible and only adjust tactically when the environment or new information changes.”
Raiz’s advice to entrepreneurs is simple yet powerful:
In other words, a true pivot should be driven by necessity — not novelty. The most successful leaders know that strategy is about endurance, not excitement.
#BusinessStrategy #Leadership #RaizCorp #Entrepreneurship
