Sometimes the bravest business move isn’t staying the course it’s knowing when to change direction entirely.

If you’re a business owner, you’ve likely felt that inner nudge that discomfort that signals your current path isn’t quite right. Maybe your vision has shifted or the market is demanding something new. If that’s where you are, you might be on the verge of your best decision yet.

“Pivot” may be a buzzword, but it represents a powerful truth: the most successful businesses are those willing to evolve when needed.

When Staying True Means Changing Course

Sharon Turner, founder of Smooth Scribe, launched her stationery business in 2022 with a plan to retail curated products. But by late 2023, she realised sustainability needed to be the heart of her brand.

“We decided to pivot to making our own stationery,” she explains. “Eventually, we rebuilt our business around sustainability.”

This wasn’t a minor tweak it was a full transformation. Sharon paused sales, re-evaluated suppliers, and rebuilt her brand to reflect her values.

Pivots Are Stressful (And That’s Normal)

Sharon’s journey mirrors many entrepreneurs’ experiences. “It was stressful,” she admits. “We had to define sustainability for ourselves, set boundaries, and make it all work financially.”

Pivots come with uncertainty, time costs, and discomfort but that short-term stress often leads to long-term clarity.

Pivots Change More Than Just Business

Sharon’s shift didn’t just impact Smooth Scribe it changed her personally.

“It made me more conscious about what I buy and how I live,” she says.

When your business aligns with your personal values, that authenticity becomes your superpower and customers notice.

Pivots Unlock New Opportunities

Since shifting focus, Smooth Scribe has accessed new markets and partnered with UK charities.

“Sustainability is becoming essential to get stocked or work with organisations,” Sharon explains. “It’s helped us stand out and secure bespoke orders.”

Building Trust Through Authentic Change

Perhaps most importantly, the pivot sharpened the brand’s identity.

“It gave us a clear vision,” Sharon says. “People now associate us with sustainability and trust that we do what we say.”

In a skeptical market, real action builds reputation.

Thinking of Pivoting? Start Here:

• Lead with values. Get clear on what matters to you and your ideal customers.
• Do the groundwork. Take time to research. Sharon’s deep dive into materials and suppliers laid the foundation for her success.
• Be transparent. Share your journey with customers they’ll often support your growth.
• Budget for the shift. Plan financially for slow periods during transition.
• Stay flexible. Pivots are rarely one-and-done. Let the process guide you.

When Is the Right Time?

Sharon’s advice? “Don’t wait too long. I wish we’d pivoted sooner.”

If you’re feeling stuck, unfulfilled, or sensing a market shift, that discomfort may be a sign it’s time to explore change.

Your Pivot Doesn’t Have to Be Perfect

“I don’t think we would’ve landed on sustainability if we hadn’t taken the route we did,” says Sharon. “Each stage brought us closer to where we’re meant to be.”

Success doesn’t come from avoiding mistakes it comes from learning through the pivot.

Ready to Take the Leap?

Whether you’re in tech or stationery, pivots aren’t just possible they’re often essential. Staying the same can be riskier than making a bold shift.

If a change is calling you, listen. Your future self and your customers will thank you.

Featured Business Owner: Sharon Turner – Smooth Scribe

Sharon founded Smooth Scribe in 2022 and transformed it from a retail brand into a sustainability-first stationery company. Her pivot has led to partnerships with charities, a trusted brand reputation, and a growing base of conscious customers.

👉 Discover Sharon’s gorgeous range of stationery, greetings cards, notecards, calendars and also bespoke commissions over at: www.smoothscribe.com