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Shizu Okusa, the Wall Street alumna turned wellness entrepreneur behind Apothékary, which Okusa described as “Mother nature’s pharmacy,” shared on Yahoo Finance‘s The Big Idea about how to jump into change with both feet. Everyone will have to pivot at some point, whether they are forced to through a firing or layoff or if they are inspired to start a new company. In fact, a recent survey found that 50 percent of U.S. workers are actively considering switching industries. The key is to use the pivot to grow, evolve, and take the risk!
Recognize when it is time for change.
Okusa built her early career in the high-pressure world of finance before realizing it no longer aligned with her aspirations. That clarity pushed her to explore her Japanese roots and passion for herbal medicine. The result was Apothékary, a plant-based wellness brand now carried by major retailers like Ulta and Sprouts.
Knowing when your current path is unsustainable is the first step toward making a bold shift. “There’s a visceral reaction in your body when you just know after day in day out, and you show up to work and you’re not present,” Okusa explained.
Treat pivots as part of the entrepreneurial journey.
Okusa shared that entrepreneurship is constant evolution. “You have to go into business knowing that you’re going to pivot,” Okusa said.
From sourcing ingredients to scaling distribution, she has reframed pivots as a natural part of running a business rather than signs of failure. That mindset shows up in Apothékary’s journey. The company launched with herbal powder blends, but customer feedback was not exactly complimentary. Instead of ignoring it, Okusa rebranded and pivoted into tinctures that were easier to use and more palatable while still potent.
Her biggest pivot, though, came earlier. Before Apothékary, she co-founded JRINK, a cold-pressed juice brand. When that business was acquired, she shifted focus to her own health struggles and her Japanese roots in herbal medicine. That decision became the foundation for Apothékary’s plant-based wellness products.
These examples underscore Shizu’s point that pivots aren’t setbacks, they’re part of the path forward, and you should keep going. That mindset shift can help founders approach obstacles with flexibility and optimism.
Authenticity is key.
For those considering a career change, Okusa recommended researching the space and identifying what makes your offerings unique. That might be testing an idea as a side project, exploring funding options, or simply talking to others who have made similar transitions.
“Do everything and work for someone who you think is going to be in the industry or in the space you want to start your business in and learn it all, even for free,” Okusa said.
That kind of groundwork helps entrepreneurs uncover real problems worth solving. “You lead with the problem and then the solution comes forward,” she added. One real-life example is to look at the comments on your ads.
Career pivots aren’t easy, but Okusa’s journey shows they are possible with clarity, flexibility, and intentional steps. Whether you are moving industries or redefining your business strategy, change is less about the perfect moment and more about authenticity.
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Elizabeth Gore
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