The Unclear Art of Pivoting (post-investment)

DFL Before DNF podcast | VKTRY Insoles - I run in these everyday.

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I’m so happy building Borderlands Trail Running.

I don’t mind looking stupid or being wrong.

This allows me to course correct and waste less time.

This stage of building is perfectly suited to my skill set.

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I’m sitting in the same coffee shop in Copenhagen where I conceptualized Borderlands’ first content strategy for Instagram. I posted still photos with some styling and stories of everyday trail runners that I called ‘everyrunners.’

I think representation is important, and the trail running industry did (and still does) a pretty bad job of showcasing the grit of the average runner (representing probably 95% of the market).

My initial plan for Borderlands was the easiest: no manufacturing, no employees, just me and content creation. I eventually pivoted to add some screen-printed apparel, which was largely a breakeven endeavor.

Then I went to Paris to join a group of entrepreneurs. This eventually led to the idea of a mobile app to solve a problem in trail running that I discovered through a process that included interacting with over 1,000 runners.

After releasing the app (Wylder) and talking to users, I learned that I’m onto something worth chasing, but its current form is not it, and the ideal form is beyond my current capabilities.

So now I’m separating my app from Borderlands, bringing on partners and capital, and aiming for a bigger vision.

Borderlands is growing as an influencer/content creator focused on expanding the sport generally and promoting specific races.

Wylder is going all in on race discovery and community building.

I imagine it will pivot several more times.

The trick for me is to know when to stop pivoting.

I love pivoting more than I love not pivoting. That’s why I have to eventually let go of my businesses so they can fully realize their potential.