What is Product Pivoting?

Ιn a product management context, Pivot refers to the shift in the strategic direction of the business. Usually, the decision to pivot a product is the result of competitive changes, new findings of the market, or shortcomings in the original strategy.

When Do I know It’s Time to Pivot?

It’s time to pivot when your product falls flat, your investors grow impatient, a new competitor enters the market and sweeps up your customer base—or when you simply realize your market isn’t really as massive as you thought it was at the time of your business launch

What Does Pivoting Mean to me?

When you pivot you may have to consider:

• Adding new features to your product
• Changing your targeting personas/ audiences
• Changing your visuals/ ads or messages
• Changing your logo or branding or tagline
• Re-defining your full strategy. i.e. a physical event transforming into a digital one
• Changing your web properties i.e. your website, your lead magnets and your engagement points
• Changing your SEO strategy thus the keywords you go for, your pieces of content, your target originators of your backlinks
• Changing your goals, your KPIs and your OKRs such as your North Star Metric