The Power Of Pivot.
Sometimes, the biggest breakthroughs come right after the scariest decisions. Pivoting—changing directions in your life, business, or mindset—can feel like giving up or starting over. But more often than not, it’s the exact opposite. It’s a sign that things are falling into place. That the version of you you’ve been working toward is finally ready to emerge.
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Trends come and go, just like seasons—shaped by culture, technology, and the mindset of the moment. But what people don’t always talk about is how that same evolution shows up in our lives. The things we once poured everything into can start to feel out of alignment. And sometimes, the boldest move we can make is to let go.
Earlier this year, I walked away from the business I helped build for four years. I sold my shares in ZNA, stepped out of an industry I’d mastered, and for the first time in a long time—I had no plan. No income. No clear path forward. Just space, silence, and a lot of fear (like…. a lot)
But that pivot gave me the one thing I hadn’t had in years: perspective.
Out of that uncertainty, ZITAWI was born. A brand that didn’t come from strategy or trends—but from stillness. From asking myself what I really wanted. That scary jump I took at the start of 2025? Turns out, it was the best thing that ever happened to me.
Because when you stop clinging to what was, you finally make room for what’s next. It's extremely difficult to realize this in the moment.
For the last few years, I was deep in the world of info products and reselling. What started as a side hustle grew into a business that moved over $2.5 million worth of name-brand products. I built systems, refined offers, coached others, and learned how to turn digital products into real revenue - generating over $200,000 in profit with my own coaching offer.
At the same time, I launched my own direct-to-consumer e-commerce brand—something I had always dreamed of doing.
It didn’t explode overnight. It grew slow, steady, and real. Looking back, I see how each chapter taught me something different. Every trend I jumped on, every pivot I made, helped me understand how to build for the long run.
I've struggled with the "lady in the red dress" concept for a while - so many oppurtunies in this world and I want a piece of all of them. After reading The ONE Thing by Gary W. Keller - I realized I needed to change my approach. If I wanted to see real growth, I could have everything; but not all at once.
After years of building and pivoting, I came to a realization: no matter the industry, the one thing that moves the needle is strong marketing backed by sharp sales.
That’s what led me to build Zitawi—a marketing agency created specifically for info product creators like myself, who are great at their craft but need help scaling it. Zitawi was born from experience. I’d seen firsthand how most creators get caught up in delivery and content, but stall out when it comes to structure, systems, and sales. I wanted to build something that gave them the infrastructure to grow—so they could focus on what they actually care about.
This pivot wasn’t just a business move—it was a shift in mindset. I realized my strength wasn’t tied to any one offer, niche, or brand. It was the ability to generate demand and convert it. Once I locked in on that, everything changed. Suddenly, I didn’t need to chase every opportunity—I could be involved in all kinds of ventures, while still focusing on one thing: dialing in marketing and sales systems that actually work. It’s the perfect blend of innovation and tradition—doing new things, in new industries, but using the same timeless skill set.
