The Pivot

A pivot is not a restart — it is a deliberate reallocation of attention from one customer segment, product bet, or business model to another. The hardest part of a pivot is not identifying the new direction; it is managing the transition without destroying the revenue that funds it. A company rarely has the luxury of going cold-turkey: existing customers, existing contracts, and existing team muscle memory all create gravitational pull toward the old model. The strategic question is how to shift center of gravity without going into free fall.