Pivoting with Purpose: How Entrepreneurs Can Adapt, Evolve, and Succeed in New Markets

What happens when the business you’ve poured your heart into no longer aligns with your purpose?  When life shifts unexpectedly, do you cling to the familiar or step boldly into the unknown?  

For AWEC alumnae Saudat Salami and Freda Muyambo, change wasn’t an obstacle, it was an open door. Saudat, a pioneer in Nigeria’s e-commerce space, decided to pivot from her thriving online grocery business to focus on uplifting women entrepreneurs. Freda, an entrepreneur across multiple countries, turned every relocation into a launchpad. 

This article delves into real resilience, adaptability, and bold pivot stories, proving that reinvention isn’t about loss, it’s about unlocking new possibilities. Because sometimes, the next big opportunity isn’t behind you—it’s right in front of you.