I started Propr on November 14, 2007.
That’s nearly eleven years ago. Over the years, I have been involved in numerous pivots, including my own and those of my clients.
The pivot is a strategic commitment to change. The degree of a successful pivot isn’t necessarily dramatic. As I have written about numerous times, your pivot must be within the radius of your zone of expertise. In “Good to Great,” Jim Collins refers to this as the Hedgehog Concept. (Which is inspired by: “The fox knows many tricks; the hedgehog one good one.” – Archilochus ~630 BCE)
You determine your Hedgehog concept strategy by identifying your core focus by understanding the intersection of three key areas by answering:
- What are you deeply passionate about?
- What can you be the best in the world at?
- What drives your economic engine?
This clarity enables leaders to make informed decisions and achieve long-term success. You map this out, then make your pivot, based on your desire to improve conditions at your company, which are driven by both intrinsic and extrinsic forces, such as changes in the market, new technology, or the desire to seek new opportunities.
Staying within the radius of the Hedgehog Concept helps you remain within your zone of expertise. For example, a consumer product brand doesn’t pivot by focusing on real estate; instead, it may pivot to entering retail, shifting its product development strategy, or simply expanding its customer base.
There are three basic types of pivot:
- Soft pivot – shift the target customer or messaging, keep the core product.
- Hard pivot – entirely new offering, business model, or vertical.
- Adjacent expansion – leverage what’s working in one area to grow into another.
One of my favorite pivot stories is Nokia. In the 1860s, Nokia started as a mining technology company in Finland. Over the years, they have pivoted many times, including entering the communications and electronics sectors. When the early days of mobile phones arrived, just about everyone had a Nokia. Then Apple introduced the iPhone, and smartphones began to take over. Did Nokia double down? Sure, they played for a while in the space, until they realized it wasn’t their place to own any longer, and they sold off the mobile business to pivot again to focus on network infrastructure, an area that sat firmly in their Hedgehog zone. How did it go? In 2020, Nokia announced a contract with NASA to develop a 4G mobile network for astronauts on the moon. That’s over 160 years of success, featuring dozens of pivots around their hedgehog zone.
I love a good pivot; it’s part of our growth and survival as individuals, teams, businesses, and species, which leads me to the second point I want to make today, my latest pivot.
A Propr Pivot
In eleven years of Propr, I’ve made a few pivots. But this one was a significant change. Around this time in 2023, I realized the agency model was different. I always had a different take on how an agency should be structured and run, as well as how we served our clients. This philosophy led to almost ten years of high profitability and success for me and my clients. My philosophy on brand and creative performance remains, but the agency model and industry itself have become something that is no longer for me. I felt like I was the captain of a lost ship at sea. I couldn’t see the future state I was headed towards. And if you know me, that is unheard of. My vision for the agency, as it stood, in this new world, was unclear and uninspiring. I took that as a sign that it was time for a change. Which meant it was time for my own Hedgehog concept exercise.
The exercise delivered, as it always does. Along the way, I read everything I could get my hands on and interviewed dozens of entrepreneurs and CEOs to add to my perspective. My vision was restored, and I began the transformation in September 2023. By April 2024, I let my team go, wrapped up all the project work, and stopped selling agency-type stuff. Change is tough, and it was extremely taxing, to put it lightly, to undergo this metamorphosis. If you ever got a look inside the cocoon of a caterpillar changing to a beautiful butterfly, you know this level of change is gruesome by nature.
A Propr Reintroduction
I know you’re thinking, “Get to it, bro, what the hell are you doing?” OK, ok! I realized during my Hedgehog exercises and exploration that I am a creative and brand-focused executive who works with high-growth CEOs to solve complex problems, set vision, lead teams, and work hands-on to elevate and grow companies. I only work with a select few clients at a time, because I am fully embedded and committed to each of you. This enables me to make a significant impact, learn a lot, and move quickly.
I have a new website and domain that gets deeper into the problems I help you solve. BePropr.com
Today, I am about 18 months into the pivot, and I have never been happier, more fulfilled, and financially sound as I am today. Sure, the risk and challenge of the pivot were real, but the payoff so far has made the hard work worth every second. And as I always say, the work gives us purpose and brings us joy.
If you’re feeling lost on a ship at sea, don’t fear change; fear not changing. Embrace your Hedgehog Concept, then embark on a pivot that can change the world for the better.
If you are looking for an executive to take ownership of your brand and creative, who knows how it plugs into and amplifies high-growth performance marketing, give me a shout, and I’ll be happy to talk.
