Ask HN: Any advice on pivoting out of VC-backed tech?

I'm starting to move away from working with VC-backed B2B SaaS startups and towards working with B2C businesses on Main Street (everything from PE-backed companies to the bootstrapped mom-and-pop down the block).

For anyone else who's felt inclined to make a similar pivot - any advice? Particularly when it comes to remaining challenged, informed, and translating hype-cycle concepts to people who don't care about hype.

While it's interesting to play with shiny toys, helping investors make money by creating products related to the hype-cycle de jour that get used by other B2B SaaS companies just feels soulless.

(My background is in GTM systems and data analytics mostly, but I think the question applies to anyone)