“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” – Charles Darwin
The Kruse Way Economic Forum is a platform for thoughtful presentations and open discussion around social, economic, and political issues impacting the Portland metro area and the greater Pacific Northwest.
At a recent forum, three business owners shared how they survived—and ultimately thrived—during tough economic times by embracing change management. The businesses featured were:
Deek and Bryan’s Next Adventure, Imperial Stock Ranch, and Miles Fiberglass and Composites.
Each of these companies faced serious challenges due to shifting economic conditions and disruptions within their industries. But instead of dwelling on what was beyond their control, they focused on what they could influence. By proactively managing change, they adapted and found new paths to success.
Deek and Bryan’s Next Adventure
Their strength lies in used outdoor gear. Recognizing that most of their used gear sales occur within a three-month window each year, they launched a seasonal pop-up store in Eugene during that prime period. This strategy allowed them to maximize their strongest product offering without abandoning new gear sales.
Imperial Stock Ranch
Rather than relying solely on wholesale distribution, Imperial began selling directly to fine dining restaurants. They also built strong relationships with the environmental community and diversified their product line to include fine yarns and clothing, opening up new revenue streams.
Miles Fiberglass and Composites
When the RV market—formerly more than 50% of their business—collapsed, Miles Fiberglass didn’t wait for recovery. Instead, they applied their existing expertise to an emerging field: wind turbine repair. This strategic pivot created a new, sustainable source of revenue.
These companies had to make tough decisions in response to changing markets. What united them was their decision to work with present realities, rather than clinging to past successes.
When asked about their biggest mistakes, each business owner echoed similar sentiments:
“We didn’t respond to change quickly enough. We didn’t manage change as effectively as we could have. And we tried to pursue too many visions at once.”
Their experiences offer important lessons for all of us. To succeed in uncertain markets, it’s crucial to:
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Build on your existing strengths
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Manage change proactively
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Avoid overloading your team with too many new initiatives
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Stay top-of-mind with consistent marketing, so customers think of you when they’re ready to act
This week, take a moment to reflect: How can you apply your current skills to emerging trends? With the right mindset and adaptability, you too can grow—and prosper—through change.
Wishing you fresh ideas that help your business thrive.