This is the twenty-fifth in a series of posts that will examine ten insights Community Wealth Partners has uncovered through our research of and experience with initiatives that have created transformational social change.
To achieve transformation, an organization should not be rigidly fixed to a particular strategy or model. It is crucial to be open to learning and evolving, that is, to respond to stakeholder and market feedback in order to continuously improve your approach for achieving results. This can involve a focus on data, as exemplified by the New York City Police Department in the 1990s. By rigorously collecting and analyzing data on which crimes were happening where, they were able to adjust their strategies and target the areas in greatest need. Such learning and testing can also come on a strategic level – when an organization decides to “pivot” and change its entire model to better achieve success. Pivots are seen frequently in the business world – some of the most successful businesses today, including Apple, PayPal, and YouTube are now in totally different areas than where they began— but the concept can also be applied to the social sector.
Why and how does an organization strategically pivot? It requires a relentless devotion to ends rather than means – a comfort with moving in a totally new direction to achieve the goals one seeks. Beyond that, it requires a focus on observing the effectiveness of your current strategies and using that data to inform what approach you truly need to take. Perhaps most difficultly, pivoting requires a recognition that your current way of operating may be ineffective.
What are examples of successful pivots?
- Chegg.com: Currently a highly successful company that specializes in textbook rentals, they started out as cheggpost.com, providing free classified ads to college students. In their early years, the founders noticed that the most popular activity on the site was in buying and selling textbooks. So they tried an experiment: the company purchased 2,000 textbooks on Amazon and launched a dedicated rental site. The site took off and now rentals are the foundation of the company’s business model. In adapting its approach, Chegg was able to even more effectively make life easier and cheaper for college students across the country.
- Share Our Strength: Share Our Strength has always been focused on alleviating hunger and poverty. For much of their history, the organization focused on grant-making – giving out funds to sustain the work of anti-hunger nonprofits. Eventually, they realized that in order to truly achieve their goal of No Kid Hungry in this country, they needed to become more hands-on. As a result, they became much more involved in building partnerships among hunger organizations (as well as governments and citizens), rather than solely granting out donations.
If you are open to learning and evolving just as these organizations were, you’ll be able to navigate complex environments with success and achieve transformative results.