Definition
A pivot is a structured change in strategy after evidence says the current path will not work — a new customer, problem, channel, or revenue model, while keeping what you already learned. It is not a weekly rebrand. The point is to change the bet, not the logo.
In the room
How the word shows up in a real conversation.
A team selling “AI for all SMEs” learns that only exporters will pay. They keep the same document pipeline and sell only to exporters. Same engine, new customer — that is a pivot. Renaming the app is not.
Common mistake
Calling every tweak a pivot. If the customer, problem, and offer are unchanged, you iterated. A pivot changes at least one of those.
See also
Product-Market fit
Degree to which a product satisfies market demand and customer needs.
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Minimum Viable Product (MVP)
The smallest product that can test the riskiest assumption with real users.
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Founder-market fit
Why this founder is unusually able to win this customer — insight, access, or obsession.
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Beachhead market
The first narrow customer you can win completely before you expand.
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From the store
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