Yaffi’s pivot is an excellent example of the advice offered by Daniel Kahneman in Thinking, Fast and Slow

Yaffi Carmel of Jerusalem is a dynamo. You find yourself smiling when she tells you that her business, which is geared to facilitating connection in groups of all sizes, is called Gameboy.

She’ll run a team-building activity for a high-tech company one day and a series of relay races for a girls-night family getaway the next. Her activities are part challenge, part cooperative play, and entirely enjoyable.

Business was booming, her calendar full of events in the great outdoors — and then the war broke out. Suddenly, everyone was calculating how far they could run in 90 seconds — or 45 seconds, or a terrifying 15. Forest trails and wide-open spaces had become a menacing threat. The cancellations poured in.

Yaffi could have given up in defeat, shelving her activities until the war was over. Instead, she sat down and broke her business down into components. What does she offer? There are three elements: the activities, the setting, and her facilitation.

Outdoor settings wouldn’t work anymore. And she wasn’t able to travel around the country, so her active facilitation was no longer an option. But what if she took the games, added clear instructions, and created a kit of activities mothers could do with bored, emotionally overwhelmed kids?

In just a few weeks, Yaffi created activity kits geared to small groups. The kits, containing quality supplies and detailed instructions, were sold both online and by phone, and shipped out quickly to grateful families.

Instead of Yaffi’s business temporarily folding, it reached more people than ever before.