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Time to read: 7 min
Starting a business is exciting - full of ambition, plans, and dreams of success. You’ve likely spent months (or years) researching your market, perfecting your product, and crafting a business plan that ticks all the boxes. But as soon as your business is live, you quickly realise: the market is unpredictable, and assumptions don’t always translate to reality.
This is where the ability to pivot becomes crucial. Adapting your business to meet the ever-changing needs of your customers is not a sign of failure - it’s a mark of wisdom and resilience. Let’s explore why every business owner must embrace the power of the pivot and how it can lead to long-term growth and profitability.
When launching a business, most founders operate on a hypothesis:
But here’s the truth: even the most detailed research can’t fully predict real-world outcomes. Once your business is in motion, you’ll start gathering real data - and it may tell a very different story.
Misalignment Between Assumptions and Reality:
Are the customers you’re attracting different from the ones you envisioned? Is your pricing model working as expected? If there’s a gap, it’s time to reassess.
Unexpected Customer Behaviour:
Maybe customers are using your product in ways you didn’t anticipate or buying less (or more) frequently than predicted.
Market Feedback That Challenges Your Plan:
If customer feedback consistently highlights gaps in your offering or unmet needs, it’s a clear sign your original hypothesis needs adjustment.
Example: Imagine you launch a high-end organic skincare line aimed at women in their 40s. However, your early customers are mainly younger professionals in their 20s who are drawn to your minimalist branding. What should you do? Pivot to focus on this unexpected audience.
Data doesn’t lie. Once your business is live, you’ll have access to a treasure trove of metrics:
These insights are invaluable. They reveal whether your business is performing as expected or whether adjustments are needed.
If the data suggests you’re off track, don’t panic. Instead, lean into the opportunity to pivot and improve.
No one knows your business better than your customers. Ignoring their voices can be a fatal mistake. Businesses that actively listen and adapt to customer feedback often outperform those that stick rigidly to an outdated strategy.
Surveys and Polls:
Tools like Typeform, Google Forms, or even social media polls can help you gather insights directly from your audience.
Customer Interviews:
Speak to your customers one-on-one to dive deeper into their needs, frustrations, and desires.
Support Interactions:
Pay attention to recurring themes in customer support tickets or live chat conversations.
Reviews and Social Media:
Analyse product reviews, comments, and social media mentions to uncover patterns in what customers love or want improved.
Pro Tip: Use feedback to identify potential pivots, whether that’s tweaking your product, adjusting your pricing, or even expanding your offerings.
Example: Slack, now a billion-pound communication tool, started as an internal chat app for a gaming company. User feedback revealed that its messaging functionality was far more valuable than the game itself. The company pivoted entirely - and the rest is history.
Let’s address the elephant in the room: the fear of pivoting. Many entrepreneurs worry that changing direction makes them look indecisive or unsuccessful. In reality, the opposite is true.
Pivoting shows that you’re:
Refusing to pivot when necessary can be far riskier than sticking to a flawed plan. Ultimately, businesses exist to solve problems and generate profit, not to cling stubbornly to outdated ideas.
Gather and Analyse Data:
Before making changes, ensure you fully understand what’s driving the need to pivot. Whether it’s customer feedback, declining sales, or competitive pressures, let the data guide your decisions.
Test New Ideas:
A pivot doesn’t have to mean a complete overhaul. Experiment with small adjustments first - whether that’s targeting a new audience, testing a new product line, or trialling different pricing models.
Communicate with Stakeholders:
Transparency is key. Let your team, investors, and customers know why you’re pivoting and how it will improve the business.
Stay Aligned with Your Mission:
Pivoting doesn’t mean abandoning your core values. For example, if your mission is sustainability, ensure your new direction still aligns with that commitment.
Embrace Agility as a Mindset:
View pivoting as an ongoing process rather than a one-off decision. Markets change constantly, and businesses that thrive are those that evolve alongside them.
Your product might appeal to a completely different demographic than anticipated. Instead of forcing your original vision, embrace the new audience.
Example Action: Rebrand your marketing materials to reflect your new customer base.
Sometimes your pricing strategy doesn’t match customer expectations. Lowering, raising, or offering tiered pricing can open up new revenue opportunities.
Example Action: Introduce a freemium model to attract budget-conscious customers while retaining premium options for high-value clients.
External forces like economic conditions, trends, or technology changes can render your initial idea less relevant.
Example Action: Incorporate trending features or services that align with evolving customer preferences.
Pivoting isn’t just about survival - it’s a strategic move that can significantly boost your bottom line.
Think of it this way: every pivot is an investment in staying relevant, competitive, and profitable.
At the end of the day, successful businesses are built not on rigid plans but on adaptability and a willingness to learn. The market is dynamic, and your ability to pivot could be the key to unlocking long-term growth.
If you’re feeling stuck or need help navigating a business pivot, get in touch with us. Together, we can create a strategy that ensures your next move is your best one.
What does it mean to pivot in business?
A pivot in business refers to changing direction or strategy to better align with customer needs, market conditions, or performance data. This can involve targeting a new audience, adjusting your product or pricing, or even entering a new market.
How do I know if my business needs to pivot?
Signs that a pivot may be necessary include declining sales, consistent customer feedback highlighting gaps, unexpected competition, or a mismatch between your original plan and real-world performance.
Isn’t pivoting a sign of failure?
Not at all! Pivoting shows adaptability and responsiveness. Sticking rigidly to a failing strategy is more damaging than evolving to meet the market's needs.
What if my pivot alienates my current customers?
Effective pivots aim to better serve your core mission and audience. Clear communication and gradual transitions can help ensure your existing customers remain loyal while attracting new ones.
Can small businesses afford to pivot?
Yes! Small businesses often have the advantage of agility. Testing changes on a small scale before fully committing can help reduce risks and manage costs.
Mohsin Ashraf
Mohsin is an experienced eCommerce strategist who has scaled businesses to 8-figure success. With a passion for data-driven decision-making, Mohsin helps eCommerce founders unlock growth by turning insights into actionable strategies.
Drawing from years of hands-on experience, Mohsin understands the challenges of running an online business and offers practical, no-nonsense advice that delivers real results. When not sharing industry insights, Mohsin collaborates with businesses through LumoSense, empowering them to thrive in a competitive market.
