Earlier quoted context omitted.
The trick is to align with how corporate leadership defines "crucial" and not the way a "crank turner" defines it. A crank turner thinks having a solid platform to stand on, a long crank arm and good lubrication is crucial. Because those things ARE crucial to crank turning. Corporate management is looking at the machine the crank is attached to and thinking if that machine is going to produce the company's next quart…
Interesting video, but it doesn't really apply to this discussion. The author stated that he kept everyone employed through the transition. He saw an area to grow his business into, and transitioned the Etsy staff to it. (As opposed to laying them off.) One thing I don't understand is why he didn't sell the Etsy part of his business.
Selling the Etsy side of things is an interesting idea. I wonder how you could do that without also selling off the tools and things you need for the SKUs you want to keep. I don't think they had distinct brands, for example.