However, that's exactly what the team at Aluro Healthcare did. Traditionally a company that supplied equipment to dentists, they started sourcing and supplying personal protective equipment, or PPE, for dentists.
They stayed central in their customers' lives by becoming the place to find reliable information about what dentists can do at the various levels of lockdown.
On the latest Pivot Pod managing director Mark O'Brien talked about how they made the change, the difficulties along the way, and advice to other businesses attempting a big change.
For the full interview, listen to the podcast on the player above.
If you have a question about this podcast, or question you'd like answered in the next one, come and talk to me about it. I'm on Facebook here, Instagram here and Twitter here.
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• Covid19.govt.nz: The Government's official Covid-19 advisory website