Pivot

A deliberate, structured change to a core element of your business model, product, target customer, channel, or revenue model, in response to new evidence.

Pivots save businesses. The discipline is knowing when to persevere and when to change direction. Most successful companies pivoted at least once, Instagram started as a check-in app.

You built a B2B invoicing tool but discover your users are freelancers, not businesses. You pivot to focus entirely on freelancers, redesign the UX, and rewrite all marketing. Growth doubles.