In 1853, a young 24 year old immigrant named Levi Strauss, settled in San Francisco. According to Kat Olvera, Levi Strauss was born in Germany in 1829 and moved to the East Coast of the United States in 1847, where he began to work for his brothers’ dry-goods business.
Strauss made the move to San Francisco in 1853 to run his wholesale and dry-goods company and help expand his brothers’ business as well. He was hoping to sell tents and wagon covers to the miners of the Great California Gold Rush.
Some sources say that hearing of the miners’ need for durable pants, Strauss hired a tailor to make clothes out of tent canvas.
Other sources say it was a client, Jacob Davis, who reached out to Strauss looking for help. Davis was a tailor and had designed a pair of pants that was so durable, it could withstand the sort of workday that the miners in California frequently endured. He did this by adding metal rivets to the front pockets and the front fly seam of the pants.
Davis needed a patent for his creation but couldn’t pay for it, so he asked Strauss for assistance, which Strauss provided.
Regardless of how it happened, the permit was obtained shortly after, and the heavy-duty canvas pants eventually transitioned to blue denim for durability and stain resistance. Quickly afterwards, a merchandising partnership of Strauss and his two brothers, Jonas and Louis, was formed.
At the time of Levi Strauss’ death in 1902, his company, Levi Strauss & Co., was valued at approximately $6 million, a significant amount for the time.
This valuation reflects his company’s success in the late 19th century, making Strauss one of the wealthiest men in San Francisco.
Levi Strauss went to California to sell tent and wagon covers and ended up heading a clothing brand that is still in operation today.
What did Levi Strauss do that applies to us? He pivoted.
Allen Stafford offers 7 iterations of pivot:
- Shift: a change in position or direction.
- Transition: a gradual change from one state or condition to another.
- Adapt: an adjustment to new circumstances or challenges.
- Change course: a redirection or change in trajectory, similar to how a ship or vehicle might change its route.
- Transform: a significant metamorphosis, often implying a more profound or fundamental shift in approach.
- Refocus: a realignment of priorities or objectives, often in response to new information or market conditions.
- Evolve: a gradual development or progression from one state to another, often in response to external pressures or environmental changes.
Allison E. McWilliams, Ph. D., says that “while it often doesn’t feel like it in the moment, the easiest time to make a change is when one is forced upon you. Something in your life circumstances changes and you have no choice but to pivot and move on.
The more challenging scenario is figuring out the right time to make a change when things are going reasonably well. When do you make a change if you could coast along as you are forever?
These are, of course, very personal decisions and calculations. There is no one ‘right’ time to make a .. change. What works for one simply does not work for all. But the smart [person], the intentional and strategic [person], does not leave their … path up to chance. In fact, while there may be some big moments in your life … that indicate it’s time to make a change, I would encourage everyone to always be looking and considering what might be next.”
Shift. Transition. Adapt. Change course. Transform. Refocus. Evolve.
Where do you need one of these iterations of ‘pivot?’ It could be that in your personal life you need to refocus, in your professional life you need to adapt, and in your spiritual life you need to evolve. You get the picture.
The twist in Levi’s story – him seeing an opportunity and pivoting accordingly – led to the creation of one of the most enduring and recognizable brands in fashion history. He didn’t set out to revolutionize clothing, but his willingness to pivot created a lasting legacy.
I can’t wait to hear about the ways you are pivoting in your own life. And if you need help with it – in any area, I’m your gal.
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