Types of Pivots

• Why do we do a pivot? What are the signs that one should be contemplated?
• When is it a pivot vs. a simple change to try to respond to feedback?
  • When it’s a change to a ‘core assumption’ ?
  • When it’s a change to a ‘article of faith’ assumption?
• Depending on the reason of the pivot, you will consider ways in which to change plans

Categories of Pivot

• Zoom in pivot - Subset of product is what matters
• Zoom out pivot - Product is too narrow - generalize it
• Customer Segment pivot - Product solves a real problem, but there’s a different market that needs it more
• Customer need pivot - Market we are looking at has very strong needs, but the problem we are solving is not the biggest need
• Platform pivot - Go from point product to a platform or vice versa
• Technology pivot - Change core technology
• Channel pivot - Change how you get the product to the customer, or change from a product to a service
• Value Capture pivot - A basic change in the business model or how the business is financed.

Discussion: Describe each one and give an example. Are these all the kinds that exist?

Illustration