Economic forecast: Businesses brace for multiple unknowns

The word pivot was thrown around so much in 2020 it’s enough to make an entrepreneur puke.

Then again, shifting, changing and all-around adapting, whether it’s to chase new markets or capitalize on unexpected customer needs, is the hallmark of a good business owner and executive. Lucy Costa, president of Fort Myers-based Promotional Incentives, likes to say she’s been staying on the move like that for 30 years. Between multiple recessions, global fuel price hikes, tariff wars, and now, of course, the pandemic, Costa, selling logoed promotional products to businesses since founding the firm in 1990, says flexibility is essential.