Pivot
A structured change in strategy in response to market feedback, while preserving the core team and assets.
Definition
A pivot is a deliberate, strategic shift in product, market, or business model in response to evidence that the current direction is not working. Eric Ries distinguishes types of pivots: zoom-in (narrow focus to one feature), zoom-out (broaden scope), customer segment, customer need, platform, business architecture, value capture, channel, or technology. A pivot is not failure — it is disciplined use of learning.
Why It Matters
Most successful tech companies have pivoted. Twitter pivoted from a podcast discovery platform. YouTube from a video dating site. Instagram from a location check-in app. The ability to recognize non-working signals and pivot quickly — without losing the team — is a core startup competency.