The Pivot Point Plot Twist: Use It to Create an Unforgettable Brand Story

How life's unexpected turns are fodder for the most powerful business narratives

Image created using ChatGPT

In 2012, I was one of many who watched their jobs go “bye-bye” in the backwash of the Great Depression.

Even now, almost 13 years later, I clearly remember the details of the day I received the news of my layoff.

I wasn’t completely surprised. Layoffs were occurring pretty much everywhere in every industry. But I was scared.

The layoff didn’t affect just me. It had the potential to negatively impact my son (who was nine years old at the time), my animals (vet bills, anyone??), and my then-partner.

But there was no time for tears. I was 47 years old and had people (and pets) depending on me. So, had to suck it up and get back in the game.

GIF credit: Tenor

I had decisions to make. Big ones.

I needed to figure out the answer to “What’s next?” ASAP.

In my mind, I had two options to choose from:

Option 1: Look for another corporate or agency position.

Option 2: Say “fuck it” to Option 1 and move toward what I really wanted to do — which was teaching undergraduate communications majors and building up my freelance business.

Looking back, I can see that this wasn't just a career decision— it was a life decision that would reshape my entire professional identity and a portion of my personal identity.

Here's the thing, though: I didn't recognize it as a pivot point at the time. I was too busy trying to figure out my next “right” move.

I could either pursue the “expected” path of having a “normal” job — complete with all of the accouterments OR I could take the riskier path — complete with all of the uncertainties.

I chose Option 2 — and never looked back.

There have been times along the way that have been scary, hard, and unbelievably challenging.

But the growth I’ve experienced, the people I’ve met, the students I’ve taught, the projects I’ve worked on, and the opportunities that have appeared FAR outweigh any difficulties.

So, how have I used my unexpected and unwanted 2012 pivot point to help others through story? Here are just a few:

• I’ve shared it with others who have faced a similar challenge, helping them see that all is not lost. In fact, there’s so much to be gained.

• I’ve used it to help clients navigate career changes in midlife — when the corporate track is no longer working for them.

• I’m using it right now as you read this newsletter to illustrate the idea of a pivot point. :-)

Here's what I've learned:

Sometimes our most potent pivot moments don't announce themselves with fanfare. They show up disguised as problems, wrapped in fear and uncertainty.

But if we can recognize them for what they are – opportunities to choose a new path – they become the foundation of our most meaningful stories.

Now, let’s head to Flight School! This week’s lesson will focus on how to identify your own pivot points and craft stories from them — ones that’ll help you create more meaningful connections with your audience.

Finding Your Pivot Point Plot Twists

I love a good plot twist. Don’t you? (Sixth Sense, anyone?)

GIF Credit: Tenor.com

It’s these unexpected twists and turns that make a story stand out from all the others. That make it attention-grabbing. That make it unforgettable.

But plot twists aren’t just for box office blockbusters or New York Times best sellers. They also matter in business storytelling. Here’s why:

They capture attention in a world of endless (and fairly generic) content. They make your story one that sticks with your audience. And, perhaps most importantly, they create emotional connections with your audience because they reflect the unexpected turns we all face in life and business.

A well-crafted plot twist in your business story can make your audience lean in, relate deeply, and remember your message long after they've finished reading, watching or listening.

Sharing a pivotal moment in your journey can be one of the best plot twists ever.

The challenge often lies in identifying and sharing the right pivotal moments – those game-changing instances that shift everything.

As women entrepreneurs in our second act, most of us have had to make multiple pivots in both our personal and professional lives. But not all of them belong in our business stories. The key is recognizing which moments will resonate with our audience and will move them to action.

Let's explore four types of pivotal moments that can transform your brand storytelling and create those meaningful plot twists your audience will remember::

The Spark Moment: Light Switch Stories

When did the light switch for your business idea flip to the “ON” position? Maybe the idea itself wasn't even about business initially. Instead, perhaps it was a topic you were talking with a friend about, or a problem you couldn't solve, or a moment of frustration with the status quo.

Example: A web designer might share how watching her mother struggle with technology sparked her passion for creating senior-friendly websites.

The Challenge Moment: Testing Points

We often want to skip over the hard parts and go straight to the good stuff. One — this almost NEVER happens. And two — navigating through these challenges are the moments in which we learn the most. This means you have lessons to share with your audience. Because odds are, they’re facing similar challenges and could use a dose of your inspiration.

Example: A business coach might share how losing three potential clients because her rates were "too expensive" tested her confidence but ultimately led her to better articulate the ROI of her signature coaching system.

The Breakthrough Moment: Aha! Stories

Remember when something suddenly clicked into place? Maybe it was the solution to a problem you had been struggling with for days. Or maybe it was finally landing your first major client. Or maybe it was an insight you gained about your audience when overhearing a conversation in the line at the grocery store. By sharing these breakthrough moments, you can help your audience see that whatever business challenge they’re struggling with actually does have a solution. They might need to wait a bit for it.

Example: A virtual assistant might share how creating a unique client onboarding system to solve her own organizational challenges became the signature service that set her business apart.

The Validation Moment: Confirmation Stories

When did you first know, deep down, that you were on the right path? Maybe it was a client's heartfelt thank-you note. Or perhaps it was a referral from someone you admire? Or getting your first paid subscriber on Substack? ;-) These moments help your audience believe in your mission.

Example: A copywriter might share how seeing her client confidently deliver a speech using stories they uncovered together, rather than standard corporate talking points, confirmed her belief in the power of authentic business storytelling.

“The Day That Everything Changed…”

Think of these pivotal moments as the plot twists in your larger business story. They don't arrive with warning signs or blinking arrows. Instead, they emerge as challenges that test your resolve, quiet realizations that shift your direction, or unexpected wins that confirm your path.

The best business stories often start with "The day everything changed..." Because that's what pivot points do – they transform us, our businesses, and the stories we get to tell.

Ready to discover your own pivot point plot twists? Let's move to the Pre-Flight Checklist, where a few key questions will help you begin uncovering them.

Finding Your Pivot Plot Twists

Using the following three questions as prompts, take 15 minutes to explore key moments in your life that required you to pivot:

1. What moment made you realize that pursuing your business idea wasn’t a choice — it was a calling? (Write for 5 minutes)

2. When did you face a challenge (personally or professionally) that almost derailed you but ultimately made you stronger? (5 minutes)

3. What small moment of feedback or recognition first made you feel like a real entrepreneur? (5 minutes)

Don't edit as you write – just let the memories flow. You'll refine these stories later.

Quick Tip: After you complete this exercise, choose one story that feels most compelling to work with in our next section— Cleared for Takeoff. Look for the moment that created the biggest shift in your journey or the one that might most closely mirror what your audience is experiencing.

Now that you’ve identified some key pivot points, let’s engage an AI copilot to help explore them more deeply and develop them into pivot point plot twists that resonate with your audience.

Pivot Point Plot Twist Enhancement with Claude

Claude is an AI assistant that excels at helping you dig deeper into your stories and find fresh angles. Think of it as your storytelling co-pilot, ready to help you discover new dimensions in your pivot point stories.

(Never used Claude before? You can access it for free at claude.ai. Just create an account, and you'll be ready to start crafting more compelling stories.)

Here's a powerful prompt to use:

"I'd like to explore this pivot point as a plot twist in my brand story. To help you understand the context:

My business: [Describe what you do and who you serve] My target audience: [Share key characteristics of your ideal clients/customers] The pivot point I want to explore: [Share your story]

Please help me develop this moment by:

1. Identifying the key 'before and after' elements that make this a true plot twist

2. Suggesting 3 sensory or emotional details that could heighten the turning point

3. Pointing out any unexpected positive outcomes I might have overlooked

4. Recommending ways to connect this plot twist to my audience's own experiences or challenges

5. Suggesting specific places in my business (website, social media, presentations) where this story could create meaningful connections

Feel free to ask me questions if you need more context."

Here’s a quick “how-to” video that shows what the prompt looks like in action:

Try this prompt with the story you selected from your Pre-Flight Checklist responses. You might be surprised at how Claude can help you uncover layers you hadn't considered.

Pivot Points Become Plot Twists: This is Where the Magic Happens

Your pivot points are more than just moments of change – they're the plot twists that make your brand story unique and relatable. By sharing them authentically, you create deeper connections with your audience and show them what's possible in their own journeys.

Do you have a pivot point story you'd like to share? Please drop it in the comments below. I'd love to hear how your plot twist changed everything!