My business pivot story. As an entrepreneur, it’s easy to get caught up in doing what “works” rather than what truly lights you up. When I started Sonay & Co., I was thrilled to be running my own business and serving women-owned brands with luxury email marketing. But over time, I found myself doing things I thought I “had” to do rather than what I actually wanted to do.  

If you’ve ever felt this way, this blog is for you. Let’s talk about business pivots, finding joy in what you do, and how to shift your marketing to reflect your evolving business.

What is a Business Pivot?  

A business pivot is a strategic shift in your business model, offerings, audience, or operations to better align with market demands, personal fulfillment, or long-term success. It’s not about quitting- it’s about evolving. To learn more about business pivots, click here.

Why I Knew It Was Time for a Business Pivot  

In August 2024, I lost my dad, a life-changing experience that forced me to reflect deeply on what truly mattered. Losing someone so close to me made me realize that life is too short to run a business that doesn’t align with what I love.  

I found myself asking:  

• Am I still passionate about what I’m doing? 
• Do I enjoy the services I offer?
• What parts of my business bring me the most joy?  

I realized that while I still love email marketing, I needed to shift how I offer my services. Pivoting a business doesn’t always mean abandoning your industry, but refining your approach so that it aligns with your passions, skills, and lifestyle.

How I’m Pivoting Sonay & Co. in 2025  

For me, this meant letting go of the “shoulds” and focusing on what I genuinely enjoy. Here’s what’s changing at Sonay & Co.:  

⚫️ Adding More of What Brings Me Joy  

• YouTube Content Creation: I’ve always wanted to create long-form, value-packed content, but I let the pressure of Instagram marketing hold me back. In 2025, I’m shifting my focus to YouTube, a platform where I can educate, share insights, and connect more deeply with my audience. Subscribe to Sonay & Co.’s YouTube channel here.
• Pinterest & Instagram Graphic Design: I LOVE designing! It’s something that sparks my creativity, yet I never offered it as a standalone service. Now, I’m making Pinterest & Instagram graphics a core service for clients who want visually stunning content that complements their email marketing.  Ready to get started with content creation? Schedule your complimentary consultation call here.

⚫️ Letting Go of What No Longer Serves Me  

• Reevaluating My Service Offerings: Some of my past services, while profitable, weren’t fulfilling. I’ve decided to trim down offerings that don’t align with my strengths or joy. 
•  Redefining My Ideal Client: I’ve learned that I thrive when working with clients who truly value email marketing and digital strategy. If I have to convince someone why they need email marketing, they’re probably not the right fit for my services. 
•  Rethinking My Social Media Strategy: Instagram has been my main source of leads, but it has never felt aligned with how I like to market. Instead of forcing myself to post content I don’t enjoy, I’m pivoting to platforms that feel more authentic and sustainable for me.  

 Joy is Part of My Business Strategy  

Pivoting a business isn’t a failure-it’s a sign of growth. It means you’re paying attention to what works, what excites you, and what will move your business forward in a way that aligns with your values.  

If you’re feeling stuck in a business model that no longer excites you, give yourself permission to pivot.  

Your business should work for YOU-not the other way around.  

Are You Ready to Pivot Your Business?  Learn more about how email marketing can help pivot your business here.