Pivot

A deliberate change of direction that keeps what you have learned. Not the same as giving up, and not the same as drifting.

What it means

A pivot is a structural change to one part of the business model — the customer, the problem, the channel, the revenue model — while keeping the rest.

Changing everything at once is not a pivot; it is starting again.

Why it matters

Continuing with something that is not working is expensive, and the sunk cost makes it hard to stop. Naming the decision as a pivot makes it a considered choice rather than an admission.

What it looks like in practice

Decide in advance what evidence would justify it, so the decision is not made purely on morale.

Keep the asset. Customer relationships, domain knowledge and technology often transfer even when the original proposition does not.

Tell people. Staff, customers and investors handle a clearly explained change far better than a quiet one they notice themselves.

What to watch out for

Serial pivoting, which is indistinguishable from having no strategy and exhausts everyone.

Pivoting away from a proposition that was fine but was badly marketed. Diagnose first.

Where to get proper advice

A non-executive director or an experienced peer is worth more here than a consultant. The value is an outside view from someone with no reason to flatter you.