Negotiating A Transition

Draw the Line
April 14, 2013
Negotiate A Happy Life
April 24, 2013

Transition means movement, passage, or change from one position, state, stage, subject, concept, etc., to another. It is fluid although often times feels like movement has halted. I have gone through many transitions in my life. The biggest transition I would say is transitioning from the military to civilian life. It has been 10 years and to this day I can see something that reminds me of my military service and tear up over it.

Recently I started to go through a transition with my business. If you have been following me since I created the Pink Biker Chic brand you may have noticed in the last month a transition to my focus on negotiation. I have been teaching negotiation over the last couple of years under the Pink Biker Chic brand somewhat sporadically while still focusing on the Pink Biker Chic empowerment brand and clothing line. I have had several thought leaders in the Entrepreneur space strongly suggesting I should focus on negotiation since it is my genius for 30 years. It would mean splitting off from my Pink Biker Chic brand and transitioning my focus to my negotiation and contracts expertise.

I fought this for a very long time. I didn’t want to stop my focus on Pink Biker Chic, I’d worked so hard at it. Many people love the brand. It’s a great brand but its a hobby brand as it’s not producing enough income to sustain me and wasn’t moving in that direction. I didn’t go into business to have a hobby. I went into business to be a sustainable business that would help people. It hasn’t been working and after much resistance I made a conscious decision to shift my focus to the new positioning of “Think Like A Negotiator.” With this shift I am totally focused on this positioning.

Making the decision isn’t the end of the transition, it’s just the beginning. As I move through the transition it now requires a whole new platform which will take some time. This is why you are seeing this simple blog site as my temporary website until I get a new site, look and position footprint out to the world. In the background I am working on my 50 tips book, marketing my next event and speaking at several venues on negotiation.

Transition is never simple. It’s not usually easy. It takes focus, work and determination. In a sense I feel like I’m starting over but in essence this is just the beginning of a whole new way to share with people and help them be a success while being a viable business.

Keep following the journey. This is just the start of something really big.

Eldonna Lewis Fernandez
Eldonna Lewis Fernandez
Veteran negotiation and contracts expert Eldonna Lewis-Fernandez, author of “Think Like a Negotiator,” has over 30 years of experience crafting killer deals both stateside and internationally, many in excess of $100 million. She’s currently the CEO of Dynamic Vision International — a specialized consulting and training firm that helps individuals hone negotiation skills — as well as a nationally regarded keynote speaker, session leader and panelist on the Art of Negotiation. Eldonna may be reached online at

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