Happy Thursday and Women-Owned Business Day!

It’s October, and we’ve made it to the final quarter of 2025! Earlier this year, we discussed strategy, and without a plan, your marketing efforts will feel disjointed and ineffective, like they're all over the place and nowhere at the same time.

But when do we know when to pivot (change direction) and when to persist (stick with your strategy)?

The Pivot vs. Persist Framework

Before you make any decisions, ask yourself these three questions:

• What does the data actually say?
  • Look at metrics that matter, not vanity numbers. A campaign with low reach but high conversion might be working better than you think. Low engagement AND low conversion? That's a different story.
• Have you given it enough time?
  • Marketing rarely produces instant results. A sustainable approach means allowing 3-6 months for most strategies to show meaningful patterns. If you're changing direction every few weeks, you're not iterating—you're scattered.
• Has the context changed?
  • Sometimes your strategy was sound, but your audience's needs shifted, a platform changed its algorithm, or market conditions evolved. Your approach should adapt to reality, rather than clinging to nostalgia for what used to work.

When to Pivot

Clear signs it’s time to change direction:

• You're attracting the wrong audience (people who can't afford you or don't value your work)
• The strategy conflicts with your values or has become unsustainable for your well-being
• Market conditions have fundamentally shifted (think: major platform changes, economic shifts)

When to Persist

Clear signs to stay the course:

• You're seeing small but steady progress in the right direction
• Your ideal clients are responding positively, even if numbers are still small
• You haven't given the strategy adequate time to mature
• The fundamentals are sound; execution just needs refinement
• You're building something sustainable rather than chasing quick wins

Making the Decision

The businesses that thrive aren't the ones that never change, nor are they the ones that constantly chase trends. They're the ones who know the difference between strategic iteration and scattered panic.

Try this: Set a quarterly review to evaluate your marketing against the questions I mentioned above:

1. What does the data actually say?
2. Have you given it enough time?
3. Has the context changed?

Not weekly. Not when you're feeling discouraged on a Tuesday afternoon. Quarterly. Put it in a calendar reminder. This creates enough distance to see real patterns without getting trapped in outdated strategies.

Remember: Persistence without data is stubbornness. Pivoting without reflection is chaos. The sustainable approach lives in between.

Until next Thursday,

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P.S. If you know anyone who would appreciate some marketing fundamentals to help their emerging brand thrive, please feel free to share my newsletter with them!