Shift Happens

No one ever calls when things are under control.

They call when the ground shifts underfoot, when the story starts to slip, and when communication suddenly becomes the most valuable asset in the room.

I’ve learned a few things from years in those moments—the ones that make headlines and the ones that shouldn’t. Literal fire drills involving SWAT teams, political unrest, daredevil influencers, even mannequins and disco balls (I’ve received some interesting calls).

Stay centered amidst the panic. Figure out real fast how to discern hysteria from fact—and let that fact guide the strategy. Balance instinct with a rigorous operational process. And listen when everyone else is shouting.

Those experiences taught me that chaos isn’t the enemy—it’s the constant. So when I first came up with the name for my business, it seemed like a no-brainer to base it on flux.

After a few weeks of building out my value prop, I started testing my idea—when I received the following piece of positioning feedback:

“Be wary of your audience’s ego. The leaders you want to work with may not know—or want to accept—that they are in the middle of change.”

My first thought was: Does GoDaddy have a return policy?

I considered repositioning myself. But then I reflected on the last five years.

We teeter on the precipice of change. There is no constant. No guarantee.

We’re not our fathers—or our fathers’ fathers—punching a consistent clock for a reliable paycheck. We can’t forecast what the next ten years will bring (and yet, we still sign 10+ year leases). The pace of change is enough to make even Moore wonder if his law still applies.

That perspective shaped how I hired and built teams. When I would interview, hire, or onboard colleagues, my first question would be: How do you do in the gray?

If they liked predictability, my internal red flag would raise—knowing they wouldn’t last long in a space where we’re constantly adapting.

Over the years—and especially since the pandemic—we’ve been living in what I call the “shoe drop” era. Not a matter of if, but when.

And all this said, not to be paranoid about the direction we’re headed—it’s to be aware of it, and okay with this reality. In my mind, you have to be.

Shifts That Need Signal

Here are a few of the moments that most often bring me in.

1️⃣ Leadership Shifts

New CEOs, founder transitions, or executive shake-ups change more than who’s at the table—they redefine how the story gets told.

→ The need: align leadership voices and re-establish credibility fast, inside and out.

2️⃣ Growth Shifts

When companies scale, fundraise, or expand into new markets, what worked at 50 people rarely works at 500.

→ The need: codify and scale storytelling so culture and clarity grow together.

3️⃣ Culture Shifts

Mergers, rebrands, or moments of cultural drift test whether teams still believe the story they’re telling.

→ The need: rebuild connection and consistency from the inside out—from all-hands to manager talking points.

In every one of these moments, communication becomes the make-or-break factor—not an afterthought.

And for leaders who can acknowledge that they’re in the middle of change—not fighting it, not denying it—that awareness isn’t a weakness. It’s a kind of readiness.

The ones who stay in the fight don’t flail; they adjust. They keep their guard up, eyes open, and know when to counterpunch.

Because being in motion doesn’t mean being off-balance—it means you’re already built for what comes next.

That’s where the real work begins: translating change into clarity, and clarity into trust.