Pivoting
Create
Change direction strategically.
A health startup began by offering a platform for booking fitness classes across multiple gyms. But traction was low—users weren’t booking, and gyms weren’t staying active. The team realized people needed structure and accountability. They shifted focus from gym access to personalized fitness plans and virtual coaching.
Steps
Use data, feedback, or lack of traction to identify if your offer or strategy isn’t working as expected.
Revisit core beliefs about your customers/users, value proposition, or channels.
Ask:
What are you solving—and for whom?
Consider pivot options such as:
Targeting a new customer/user segment
Redefining your offer’s core value
Changing your delivery or sales channels
Select the most promising new direction. Make sure it’s informed by real insights, not panic.
Launch the pivot quickly and collect feedback to validate the new path before scaling.
Based on the ideas of Eric Ries (2011).
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