Pivot or Persevere

At some point in your journey, you’ll reach a moment where you must stop and ask:
Do we continue on our current path, or is it time for a major change — a “pivot”?

A pivot is a significant change in your business model, product, or strategy. It’s not a failure — quite the opposite. A pivot is an opportunity born from the insights you’ve gained along the way.

 

The Core Questions Before Deciding

Assess your current situation by asking:

• The Problem – Is the problem you’re solving truly important to customers, and are they willing to pay for your solution?
• The Solution – Does your product or service stand out from competitors and effectively solve the problem?
• Market Potential – Is your target market large enough, and is your business model scalable?
• Customer Experience – Does your product genuinely improve your customers’ lives or businesses?
• Users and Buyers – Is your customer segment clearly defined and easy to reach?

Your answers will help you determine whether it’s time to pivot or if you should keep going in the same direction.

 

When a Pivot Might Be Necessary

Pivoting could be the right choice if:

• Customer feedback challenges your assumptions – If customers don’t see value in your solution, it’s time to reconsider.
• Market size is too small – If your market turns out to be too niche or competition is overwhelming, a new approach may be needed.
• Scalability or profitability issues – If the product or business model isn’t profitable or scalable, rethink your direction.

Remember: pivoting isn’t a step backward — it’s a smart response to reality. Many successful startups owe their success to a timely pivot.

 

Decision: Pivot or Persevere?

If you choose to pivot, return to the appropriate earlier step in your startup roadmap. For example: If the problem is still valid but the product is wrong, go back to customer interviews about the solution.

It might feel like you’re going backward, but in reality, a pivot is a step forward toward a scalable and sustainable business.

The most successful startups don’t rely on perfect original plans — they thrive because of their ability to adapt and make smart, fast decisions in a changing environment. This agility is how small companies can beat big ones.