The Paranoia of The Pivot
Why the repositioning of Bon Creative has been absolutely bloody terrifying.
You might not have noticed - we haven’t shouted about it yet - but Bon Creative has repositioned itself.
We no longer just want to work with anyone. “Anyone” isn’t a target audience.
Instead, we’re moving towards working with high-impact, sustainable, purpose-driven brands that care about the effect they’re having on people and the planet.
They’re the type of brands that don’t want you to spend all of your time scrolling through their social media content and wondering why you were there in the first place.
They’re the type of brands that want you to quickly understand what they’re selling (be it an idea, a product or a service) and then they want you to go and buy it, experience it or live it.
They’re the type of brands that want to join us on our mission to make social media less shit.
It’s a wonderful repositioning, but it’s been a pivot filled with paranoia.
For the first two years of Bon Creative’s existence, the conversations I had were straightforward.
Because everyone feels like they need social media. Everyone certainly wants social media. Whether they’re disappointed in their social profiles, frustrated that they don’t post enough, or simply want to create better content, it’s a universal demand.
So, I could agree to work with almost anyone. I could say yes almost immediately.
Now, those conversations come with caveats, with maybes, buts, or even nos. There are awkward silences. Insurmountable differences. Deflated hopes.
It hasn't been an easy few weeks. The unfamiliar conversations have been plentiful.
But the anxiety has been overshadowed by the feeling that Bon Creative is now speaking directly to the businesses that I want the company to work with. Businesses that I, personally, want to work with.
And I’ve gone a step further towards cementing that: if you can prove through your actions that you’re high-impact and purpose-driven - such as being a B Corp or a member of the Better Business Network - I'll give you a discount. I won’t charge you full price for the packages we provide.
Because why should businesses that clearly give a shit spend more when they’ve proven the impact they can have in areas far more important than social media?
There’s been a change at Bon Creative and it’s been terrifying, but it's for the better.
A pivot of paranoia perhaps, but also one of clarity, focus, alignment.
If you share our values and vision for making a positive impact, we’re right here.