Five successful NSA members talk about
the defining moments behind
major changes in their businesses
Did you know that Twitter started as a network where people could find and
subscribe to podcasts? It was called Odeo. And you probably haven’t heard of
it because when i Tunes came on the podcast scene, Odeo realized it couldn’t
compete and would have to reinvent itself. That pivot led to a micro-blogging
platform called Twitter.
Whether because of competitors, changing client needs, your own interests, or other reasons, a major change in your topic or even your business
model may be in order. These five NSA speakers successfully pivoted their
businesses — sometimes more than once.
MICHAEL SOON LEE, DBA, CSP, a 20-plus-year NSA member,
is a past president of the NSA–Northern California Chapter and a past chair of
Voices of Experience®. Lee speaks around the world about overcoming cultural
differences and has written eight books, including Cross-Cultural Selling for
Dummies and Black Belt Negotiating. Reach him at firstname.lastname@example.org.
Here’s how Michael successfully pivoted his business:
For 20 years, I trained real estate companies and new-home builders how to
sell to multicultural customers. In 2007, the housing market collapsed and dried
up overnight. Here was my pivot plan:
1. I constantly monitored the real estate market, so I knew a collapse was
coming. But no one knew how deep or long it would be.
2. I repurposed my marketing and content for three major industries:
new-car sales, financial services, and insurance.
3. I contacted the sales managers in these industries and sold them on
my new programs.
4. I rebuilt my business from the ground up.
BY MICHAEL SOON LEE, DBA, CSP
It might be time for you
to make a change if:
3 There’s more
questioning your fee.
3 Your clients’ industries
3Audiences are asking
for something that you’re
3 You feel less
than you used to.