Don’t Burn Down the Ships—Call in the Fleet: Choose Business Evolution Over Reinvention

Don’t Burn Down the Ships—Call in the Fleet: Choose Business Evolution Over Reinvention

In 2006, I started my business out of necessity—as a solo parent, I needed to be closer to home for my then 4-year-old son. My skills and business grew by adapting to clients’ needs, leading to several versions of what I thought it should be. Until recently, I saw this evolution as a failure, questioning why I was always seeking something new and better. What an utter waste of time!

Three years ago, amid a health challenge and client transition, I realized I’d built an agency I didn’t want. My son was off to college, the pandemic prompted reflection, and life needed reordering. Harsh self-criticism in hand, I decided to pause and give myself the gift of finally building a business around the work that lights me up.

That decision led me to the “content audit” I typically guide clients through. Taking myself through the process made me see that it was so much more. I now call it the Tried & New Process—combining what’s TRIED & TRUE with something NEW.

Reconnecting with Our Stories

We often forget what we’ve accomplished, losing sight of invaluable parts of our journey. By sifting through 40 years of my career—from law firms to running a business—I rediscovered my impact and achievements. This exercise wasn’t about burning down all the ships; it was about calling in the fleet.

Somewhere in this process, I also launched The Real 50 over 50.This unplanned visibility project turns two this month. So far, I’ve hosted 110 interviews and 16 panels. Engaging with these remarkable women over 50 and learning that many had similar stories reinforced what I was experiencing.

I now understand evolution and why we are drawn to work that matters in this phase of life. The lessons are profound.

The Pillars of Tried & New

  1. Reconnect with Your Legacy: Go through your content, connections, and experiences. Rediscover what you’ve set aside and let it inform your present and future.
  2. Empathize with Your Audience: Understand their values, needs, and where they spend time. Embrace Seth Godin’s focus on the smallest viable audience.
  3. Steal Your Own Brilliance: Build your new foundation with what you have. Align your TRIED & TRUE content with something NEW, telling your whole story to your curated audience.
  4. Elevate Your Voice through Media: It’s tempting to rush into the media part but only amplify after the groundwork is set. A solid foundation becomes YOUR platform. It gives your message credibility and impact—let people find you where you’re prepared. It’s what I call the “headsnap moment.”

The Gentle Art of Swedish Death Cleaning

The Gentle Art of Swedish Death Cleansing | Cravotta Media groupWhile figuring things out, I discovered “The Gentle Art of Swedish Death Cleaning” on the Peacock network; it’s based on Margareta Magnusson’s book, which is about an actual Swedish practice called döstädning. The show parallels my Tried & New process by encouraging us to sift through life’s remnants while we’re here, releasing what we no longer need, and building a new foundation with all of our best work. This renewed business becomes the vehicle to take us into our next chapter.

Why This Matters

The Tried & New process isn’t just about organization; it’s about reevaluating self-value, aligning personal and professional experiences with future goals, and embracing clarity by celebrating triumphs and releasing what we no longer need. It’s quite special.

Let’s Discuss

Watch the video above and explore the process. Share your thoughts in the comments: What have you rediscovered about your journey?

Donna Cravotta

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