What Is a Pivot (And Why You Might Need One Right Now)

Why did your favorite restaurant suddenly become a gourmet grocery store? Why are local gyms now offering livestream yoga classes?

These aren’t just clever hacks—they’re pivots.

In the world of startups and innovation, a pivot is a rapid, strategic shift in product or business model based on feedback, data, or external conditions. As Eric Ries, author of The Lean Startup, puts it:

“A pivot is a structured course correction designed to test a new fundamental hypothesis about the product, strategy, and engine of growth.”

Pivots are not acts of desperation. They’re signs of adaptability.

Let’s look at a few common types of pivots we see today:

1. Channel Pivots: Going Online Fast

Many businesses have shifted delivery channels—gyms now offer virtual classes, consultants coach over Zoom, and restaurants have rapidly adopted online ordering and delivery. Moving services online is one of the fastest, most visible forms of pivoting.

2. Product Extension Pivots: Accessorizing the Business

Some companies extend their core offering—salons now sell hair color kits, restaurants are launching wine clubs, and grocers have rolled out curbside pickup. These aren’t just band-aids; many of these new services may become permanent fixtures.

3. Sustainability Pivots: Not Just Busy Work

The most successful pivots are profitable and sustainable. A pivot isn’t about scrambling for temporary income—it’s about testing a new model that might become your future. Ask yourself:

• Can this model grow?

• Will customers still want this a year from now?

• Can we do this better than competitors?

Pivoting with Purpose

The best pivots are grounded in customer insight and built with long-term value in mind. Whether you’re reacting to market disruption or seeking new growth, a pivot can unlock opportunity—but only if it’s done with intention.

So here’s the question:

What part of your business is ready for a pivot?