Subscriber Exclusive 
How one brand switched its business model in under a week
Using value curve analysis, mental health brand Spill pivoted its entire product and approach in just six days.
“It was something we all acknowledged in the business that growth was slowing and we had to do something,” explains Spill head of brand and marketing Will Allen-Mersh. This was back in 2019 when the mental health brand decided it was time to pivot.
Established in 2018 as a B2C Android and iOS app allowing users to text therapists, by 2019 the Spill team had already decided to switch to a B2B audience.
