Product
Pivot
Plain English
Changing direction based on what you’ve learned.
Definition
A pivot is a strategic change in direction based on learning, glossaryFeedbackFeedback is the system response that informs users about the result of their actions. It helps users understand what has happened and what to do next.Open glossary term, or market glossarySignalsSignals are data points or triggers that indicate changes in user behaviour, context, or external factors.Open glossary term. It involves adjusting the product, audience, or approach to improve outcomes.
In practice
Used when initial assumptions prove incorrect, allowing teams to redirect efforts without starting from scratch.
In context
It is the word used when a team changes direction, and it is often used too generously. Changing the audience is a pivot; changing the onboarding flow is a Tuesday.
The reality
A pivot is not failure - refusing to pivot when needed is.
Compared with
Pivot vs Iteration
glossaryIterationIteration is the process of repeatedly improving a product through cycles of testing, feedback, and refinement.Open glossary term improves the current bet. A pivot abandons it and keeps the learning. If the target user, the problem, or the glossaryBusiness ModelA business model describes how an organisation creates, delivers, and captures value. It covers who the customer is, what they receive, how it reaches them, and how the money and the costs work.Open glossary term is unchanged, it is not a pivot.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is a pivot in product development?
A pivot is a strategic change in direction based on learning or glossaryFeedbackFeedback is the system response that informs users about the result of their actions. It helps users understand what has happened and what to do next.Open glossary term.
Why do companies pivot?
To respond to new glossaryInsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term or correct flawed assumptions.
When should you pivot?
When evidence shows the current approach isn’t working.
Is pivoting a failure?
No, it’s a way to improve direction based on learning.
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