Pivoting? Keep this in Mind.

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If you’re shifting into a new market, know the transition will take time.

Melanie Spring, founder of the Washington, D.C.-based marketing company Sisarina, had focused her firm on startups and solo-preneurs but recently begun concentrating on branding for established companies that have been in business for 10-30 years.

Such changes take time, energy and resources, says Spring. However, if you are prepared for the slowdown as you learn more about your new market, the risks are worth it.

Hear more from Spring in this short video.

Edition: November 2016

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