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Entrepreneur in Times of Crisis: Quitting, Pivoting, Keep Going?


In times of economic uncertainty, the entrepreneurial spirit is often challenged. Global Entrepreneurship Week comes this year against a difficult financial climate, but brings with it a message of resilience and innovation. As entrepreneurs, we find ourselves at the crossroads between challenge and opportunity, where the decision to take shelter in the security of a full-time job might seem like the golden solution. However, it is precisely in these moments of crisis that the true essence of entrepreneurship, the ability to pivot, persevere and thrive, shines through.


Crisis can foster innovation


Leaving the security of a full-time job is never a decision taken lightly. But talking to other entrepreneurs, I realized that entrepreneurship isn't just a job, it's a way of engaging with the world.


It's a well-observed phenomenon that some of the most important innovations have emerged from economic recessions, and societal or industrial disruption. Major tech companies like Uber, Spotify and Airbnb were all founded between 2006 and 2009, during the last financial crisis.


By adapting to the changing landscape, discovering new strategies and rallying your team, you can turn a crisis into a springboard for development and improvement. That’s the spirit here; I have embraced this kind of challenge myself this year as the tech industry has undergone major changes and funding decreases (which directly impacted marketing budgets and investments). I learnt a few tips from it:


1. Pinpoint the problem


Every crisis presents a unique challenge, but the first step is always the same: Identifying the core problem. Is it a sector-specific downturn, a broader economic trend or a technological shift? For our marketing boutique, which specialized in the tech industry, the economic slowdown and changing technology landscape meant that traditional sources of funding were running out and customer needs were evolving. So I took a hard look at my business to determine how I could introduce innovative marketing services that would respond to the current downturn and anticipate clients’ future needs.


2. Assess impact and opportunities


Recognizing the problem is one thing, understanding its impact is another. I asked myself: What risks would I face if I maintained the status quo? The answer was clear: without a strategic pivot, Starts Consulting's growth would stagnate.


When the usual way of doing things is no longer viable, rapid action is required. This urgency can help accelerate ideas that would otherwise stagnate in development, turning them into actionable solutions. As a result, entrepreneurs are forced to act, iterate and commercialize their innovations at a speed that would be almost unthinkable under normal circumstances.


3. Implement and iterate


Once you've defined an opportunity, an area of development, it's crucial to move on to implementation, while at the same time iterating. In the case of my consulting business, I adopted a flexible approach, setting short-term objectives and remaining agile to pivot as the market evolved. This ability to adapt was crucial when we extended our services with the precious help of my team beyond the tech industry, because, according to your industry, the way you contact your prospects won't be the same; You should be ready to take action rapidly.


4. Prioritize collaboration over competition


Instinct may drive us to protect our niche against all comers, but crises call for collaboration. There's strength in numbers, and by joining forces with other entrepreneurs, you can share resources, knowledge and, above all, networks. This collective approach can open the way to new sectors and markets, creating a synergy that benefits all concerned. I used to work on Starts Consulting on my own, and now I've onboarded a team of collaborators and partners who complement the expertise and services. This mindset also applies to learning how to work with competing generative AI technologies while learning how to leverage them for even better projects’ results.


5. Develop your communication skills


As an entrepreneur, voice is the greatest asset. In times of crisis, the way you communicate with the audience can make all the difference. It's time to rethink your message to make sure it matches your customers' shifting priorities. Authenticity and empathy in your communication can build lasting relationships.


While I was deeply grateful for friends kindly suggesting that the economy would be tough for some time and offering me to hop on a full-time job in the meantime, I gently refused and it struck me to realize that entrepreneurship is not just a professional form of activity but a mindset you barely can let go.


As we celebrate Global Entrepreneurship Week, let's remember that crises are just chapters in a larger story. It's a turning point for innovation, collaboration and strategic evolution. Some of today's most successful companies were born out of adversity.


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