Roadmap to Pivoting Business Models in Times of Crisis

2 July 2025

Let’s face it—crisis has a sneaky way of showing up uninvited, flipping the table, and leaving businesses scrambling. Overnight, what used to work becomes irrelevant, and the “business as usual” script gets tossed out the window. Whether it's a global pandemic, economic downturn, supply chain disruption, or an unexpected shift in consumer behavior, crises test a company’s ability to adapt and survive.

So—how do you pivot when everything you’ve built feels like it’s crumbling? How do you steer your business through uncharted waters without capsizing? Here's the thing: the businesses that come out stronger are the ones that embrace change, not resist it.

Welcome to your ultimate roadmap to pivoting business models in times of crisis.

Why Businesses Need to Pivot During a Crisis

First things first—why pivot at all?

Crises don’t just shake the economy; they alter market dynamics, consumer priorities, and even the way people spend their time and money. What used to be in demand might be obsolete now. Think about how brick-and-mortar stores had to go digital almost overnight during the pandemic, or how restaurants turned to curbside pickup and delivery to stay afloat.

Pivoting isn’t about giving up on your original vision. It’s about staying agile, re-strategizing, and creating a new path that aligns with the current environment. It’s survival—and evolution—all rolled into one.

Step 1: Recognize The Signals—Early and Honestly

You can't fix what you won’t face.

Often, the biggest problem is denial. Business owners cling to the hope that things will just "go back to normal." Here's the hard truth—normal may never return, at least not in the way we expect.

Recognize key signals:

- Declining revenue
- Changes in customer behavior
- Supply chain issues
- Falling engagement or traffic
- Layoffs and budget cuts

If you’re seeing these red flags, it’s time to assess where your business stands. Don’t wait for a nosedive. Take action early.

Step 2: Revisit Your Core Mission and Values

Before you throw everything out the window, hit pause.

Take a good, hard look at your brand’s mission and values. Are they still relevant? Do they give you room to shift your model while staying true to your identity?

For example, if your business was all about "bringing people together," maybe you move from hosting live events to building virtual experiences. You don’t abandon your mission—you adjust your tactics to fit the new reality.

Pivoting isn’t about starting from scratch. It’s about using what you already have in a smarter, more strategic way.

Step 3: Know Your Customers—Again

Crisis changes people.

Their priorities shift. The way they spend changes. What once delighted them may no longer matter. So—ask yourself, who are your customers now?

Run surveys. Dive into analytics. Check social media feedback. Revisit buyer personas. Look for patterns around:

- What they value now
- How they're making decisions
- What problems they're trying to solve
- Where they're spending their time online

You need to understand their “new normal” before you can build products or services that speak to their needs.

Step 4: Assess What You Have—and What You Can Let Go

Here’s the part where you Marie Kondo your business model.

Take inventory of your assets—your team, technology, relationships, products, and brand equity. Then ask:

- Which of these can help me serve a new purpose?
- Which parts are holding us back?
- What can be repackaged, repurposed, or reimagined?

It might mean giving up certain offerings, outsourcing tasks, or reassigning roles. This is where lean thinking comes in—focus on what provides value and ditch the rest.

Step 5: Identify New Opportunities

Now that you've stripped things down, it's time to build back up.

Look for fresh opportunities that align with your strengths and the market's current needs. Here are a few typical directions businesses go during a pivot:

- Digital transformation – Moving services or products online
- Subscription models – Predictable revenue streams
- Product diversification – Adding or tweaking offerings
- Vertical integration – Taking control over more of the supply chain
- Target audience pivot – Serving a different demographic or market segment

Stay grounded. Don’t chase every shiny object. Focus on one or two opportunities that are achievable and can deliver real value quickly.

Step 6: Create a Lean, Testable Pivot Strategy

Think of your pivot like a startup inside your company.

You don’t need a 100-page business plan. You need a lean, agile strategy that you can test, learn from, and refine.

Start with a simple hypothesis: “If we do X, we believe Y will happen because Z.”

Then build a Minimum Viable Product (MVP), test it in the real world, and get feedback. Use the data to tweak and improve. Rinse and repeat.

This keeps risk low, momentum high, and egos in check.

Step 7: Communicate With Transparency

People hate being left in the dark.

Whether it’s your employees, customers, or partners—keep communication open and honest. Let them know:

- Why you’re pivoting
- What it means for them
- How it aligns with your mission

Transparency builds trust. It also helps create a tribe of supporters who are willing to stick with you during the transition.

And don’t forget internal communication. Your team needs just as much reassurance and clarity as your customers do.

Step 8: Train Your Team for New Roles

Guess what? Your pivot might need new skills, tools, or workflows.

That means investing in your people. Upskill them. Cross-train them. Bring in temporary consultants or freelancers if needed.

If you’re transitioning from physical to digital, your sales team may need to learn e-commerce strategies. Your customer service folks might need training on new platforms or tools.

Don’t skip this step. A pivot is only as strong as the team pulling it off.

Step 9: Streamline and Automate Where Possible

Time is money—and during a crisis, both are short.

Use technology to reduce manual tasks, optimize processes, and free up bandwidth. Automate emails. Use CRM tools. Set up streamlined workflows.

This isn't about replacing humans. It’s about empowering them to focus on high-impact work instead of getting swallowed up by repetitive tasks.

Efficiency is your secret weapon when you’re running lean.

Step 10: Monitor, Measure, and Refine

The work doesn't stop once your pivot is in place.

Keep a close eye on performance using KPIs (Key Performance Indicators). Measure what matters:

- Customer retention
- Revenue streams
- Conversion rates
- Customer satisfaction
- Engagement metrics

Be ready to tweak things. What works today might not work tomorrow. Stay agile, stay curious, and don’t get too attached to any single idea.

Real-World Examples of Successful Pivots

Still feeling unsure? Here are a few real-life businesses that nailed their pivots:

- Netflix started with DVD rentals by mail. Now they dominate streaming—and are winning in original content.
- Slack was originally a gaming company. They realized their internal communication tool had more potential than the game itself.
- Airbnb pivoted during the pandemic by promoting remote work-friendly rentals and online experiences.

They didn’t pivot out of luxury. They did it out of necessity—and came out stronger.

Final Thoughts: Stay Grounded, Stay Bold

Pivoting a business model in times of crisis isn’t for the faint-hearted. It requires courage, clarity, and above all—resilience.

You won’t get it perfect on the first try. And that’s okay. What's important is that you stay committed to learning, adapting, and moving forward. Each step you take is one step closer to a business model that not only survives—but thrives.

In the end, it’s not the financial capital or the tech stack that defines a company’s resilience. It’s the mindset. And you’ve got what it takes.

So roll up your sleeves, rally your team, and trust the process.