You’re not a failure, it’s actually normal
I’ve been through multiple business pivots – and it’s the secret to building a business you’ll never need to escape.
And I’ve felt like a failure in business…multiple times.
Then, I realized that business pivots are not just normal – they are essential for long-term success. Business isn’t static. It evolves. The key is knowing when to pivot – not out of fear, but with intention.
“A business that no longer fits you isn’t a failure – it’s a clear signal that you’ve evolved.” – Rachel Haviland
Most successful businesses and entrepreneurs, including me, have pivoted multiple times to stay relevant, adapt to market changes, and align with their evolving vision and strengths.
My journey has been a series of these pivots, each one leading me closer to the business that truly aligns with my life and strengths.
My first pivot was accidental.
Back in 2009, I started out teaching social media marketing to local business owners. I know most people would rather die than speak in public, but I discovered I had a passion for helping them understand how to leverage digital marketing to grow their businesses. I loved to see their faces light up when they saw the potential power of reaching audiences locally and globally.
But time and time again, I heard the same response:
“I get it, but I don’t want to do it. Can you do it for me?”
It seemed logical, so even though I loved teaching, I pivoted to providing done-for-you marketing services. It wasn’t something I had planned, but the demand back then was apparent. My business shifted, and I began managing marketing for clients instead of just educating them.
As my services grew, the logical next step seemed to be building an agency. As a Strategic Pivot, scaling meant hiring employees, managing teams, and creating a structured, full-service marketing firm. Thankfully, before I went too far down that road, I paused to look ahead over a decade into the future…
I saw the reality of what I was creating – a business that would tie me to a desk when my husband retired. That wasn’t the life I wanted. I wanted flexibility, freedom, and the ability to run a successful business without sacrificing my personal life.
Instead of growing a traditional agency, I went back to the drawing board and worked with my business coach to redesign my entire 30-year plan. I built a team of expert contractors, bringing in the right people for specific projects rather than maintaining a full-time staff. From video to photography to web design and graphic design, we had it all. This allowed me to expand my offerings while keeping my business agile and aligned with my lifestyle goals.
Then, the industry changed. The gig economy exploded. Suddenly, I was competing with freelancers worldwide – many charging rates that were unsustainable for a business based in the U.S. or for me, with my knowledge and experience.
• International marketers were charging $5/hour.
• U.S.-based side hustlers were charging $25/hour.
Potential clients didn’t understand why they should pay me more.
But I knew exactly why they should.
• I have a PhD with a background in science and data analysis—I don’t just “do” marketing; I understand it at a deep, analytical level.
• I’ve worked with dozens of clients across 36 different industries, bringing a broad and adaptable perspective to business growth and expansion.
• I don’t just execute marketing tactics – I design scalable, strategic marketing and sales systems tailored to the unique needs of each business to drive your mission and vision forward.
• As a lifelong learned, I continually stay up to date on current marketing trends and what’s working now, distilling that down to a simple strategy that meets my client’s personal situation and needs.
• I am a servant leader. It’s important to me to create a safe and non-judgmental space for clients to be honest about who they are and what they truly want.
And then I found out…
My Kolbe A results confirmed what I had known all along – I am a natural Fact Finder and systematic problem solver: a researcher, detail-oriented & organized and a systems thinker.
My strength lies in seeing the bigger picture, identifying patterns, seeing the opportunities, making data-driven decisions and helping entrepreneurs build sustainable businesses that don’t burn them out.
And so this led me to the Sustainable Pivot. I took everything I have learned from years of marketing, business strategy, and working with entrepreneurs, and I developed the UNBOUND Program.
This program isn’t just about marketing—it’s about business transformation.
It’s designed for founders who feel stuck, overworked, or trapped in a business that no longer serves them. Just as I made my own pivots to create a company that aligns with my strengths and lifestyle, I now help others do the same.
If your business feels like a burden instead of a joy, you’re not alone. If you’re working harder than ever but not seeing the growth you want, it’s time for a change.
The good news? You don’t have to figure it out alone.
I’ve been through multiple pivots, and so have my clients, each bringing us closer to a business we truly love. Now, I help other entrepreneurs pivot strategically so they can create a company that is profitable, fulfilling, and aligned with their vision.
The best businesses aren’t built by staying the same; they’re built by adapting, evolving, and embracing the pivots that lead to something better.
Now, I have the joy of working with brilliant, driven entrepreneurs who feel like they’ve built a business they no longer love. They feel trapped, exhausted, and secretly resentful of the very thing they once dreamed of creating.
They’ve spent years grinding, believing that if they just worked harder…everything would fall into place. But instead of freedom, they’ve built a cage for themselves.
Then, they find me, and we get to work.
We gently strip away everything that isn’t working. We identify what lights them up, what drains them, and what their business truly needs to grow without consuming them.
And then the transformation happens naturally.
Suddenly, they’re making more money while working less. They wake up excited instead of dreading the endless to-do list. They have systems in place that keep their business running, even when they step away.
They take vacations without guilt. They spend time with their family. They feel joy, ease, and flow in their business again.
They are Unbound.
And that is the most powerful pivot of all.
Your Pivot Starts Now
If you feel stuck, overwhelmed, or like your business is running you instead of the other way around, I see you. I’ve been you.
But I also know what’s possible when you have the proper guidance to make the pivot that changes everything.
An external partner can advise and guide you on your pivot more deeply and easily than a colleague, team members, friend or family member because we are not holding on to the version of you that no longer even exists.
Sometimes, it’s easier to talk it through with someone who can see the big picture, where you’re going, and how to get there the fastest. It often comes down to tweaks, not burning it all down and starting over.
Let’s talk if you’re ready to build a business you love again. Let’s find out where you need to focus right now. Your pivot is waiting.