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Redefining Business in 2023: The Year of Reinvention

By Sergio Jiménez Amozurrutia - Flink
CEO & Co-Founder


By Sergio Jiménez | CEO & Co-founder - Thu, 03/16/2023 - 11:00

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In the world of entrepreneurship, agility, adaptability, and innovation must be fundamental pillars and remain present in the DNA of startups, regardless of the sector to which they belong, as these attributes will be essential to survive in an extremely changing environment, and in a highly volatile global context where competition is increasingly stronger and customers are more demanding.

Finding success for a company is challenging enough in itself, but if we consider that it may not last forever, it becomes even more complex and calls for ongoing self-reinvention.

It often happens to us as entrepreneurs that when we finally find an idea that will revolutionize the market or an innovative and effective business model, we believe that our problems are finally solved. However, if we become too attached to that idea, it can cost us dearly and even be the primary reason why an emerging company fails to survive over time. Let's keep in mind that business is not linear, so we cannot wait for our initial strategy to be indefinitely effective.   

Although startups arise and become industry leaders by having the purpose of solving very specific problems that, often, have not been taken into consideration for a long time by traditional companies, that does not guarantee success over the long term. This is particularly true because once our business' success is established, it can be replicated by companies with greater purchasing power, positioning, or market experience. In this sense, we must constantly change our main driver, maintain vigilance at all times, and have an ongoing evolutionary strategy in order to reinvent ourselves and discover fresh opportunities for growth.

It is important to note that when I talk about a constant reinvention or evolution I do not mean a total change — unless it is necessary — or leaving aside everything we have built and that has worked in the past. 

The reinvention of a business is associated with the need to adapt to the changing environment in order to increase efficiency and profitability, stay competitive in the marketplace, and cope with consumer demands. Reinventing a startup involves redesigning the business strategy, products, service, operational processes, business structure, and in some cases, even the organizational culture, with the objective of improving the new circumstances.  

One of the crucial challenges, when we talk about reinvention, is the management of uncertainty, since like any change, it is necessary to have strategic foresight where all the possible results are visualized in order to be prepared and face everything that may arise.

For this, two main factors must be taken into consideration: self-evaluation and customer feedback, as they will serve as the thermometer to begin to adjust, change and reinvent ourselves. It is important to be self-critical of our business, and that just as we know our potential, we are also able to identify areas of opportunity. In addition, it is fundamental to actively listen and examine what our customers have to say since they will set the tone for where we need to move.

In this sense, it is important to emphasize that although innovation is key to reinvention, change must always be well-founded. For example, it must have a compelling reason and be consistent with the company's mission; change for the sake of change is not an option. Reinvention must be linked mainly to providing a better customer experience and, as a result, increasing the company's profitability, without getting sidetracked along the way.

As I mentioned at the beginning, flexibility and agility are additional qualities that we must encourage and promote in business to endure in a much more competitive market, but without losing the strategic map of the company; that is, our purpose, vision, and values with which the initial idea of the business was created.  Both as startups and entrepreneurs, we must be willing to embrace change and take advantage of opportunities, which as a consequence will allow us to diversify our services or products, broaden our customer base, and, therefore, have a greater reach and bigger impact.  

It's also important to note that, to reinvent ourselves, quality must be considered at all stages of the business process, from the conception of the product or service through its  delivery to the customer. Providing a high-quality service will allow us to gain the loyalty of our users, establish ourselves as industry leaders, and draw in new prospects. 

iIt is clear that reinventing a business, particularly a startup, will definitely be a complex process that requires time and analysis, and where we will have to overcome a series of significant challenges to make it possible. However, once these obstacles are overcome, sustainability, growth, and successful outcomes will be an integral part of the company's evolution.

Photo by:   Sergio Jiménez Amozurrutia

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