pivot
PIV-ut
/ˈpɪvət/
To completely change direction, strategy, or focus, especially in a business context, while keeping some elements of the original foundation.
Unlike a complete abandonment of a project, a pivot implies a strategic, calculated shift based on feedback or market conditions.
The story behind the word. For centuries, a pivot was simply the physical pin or shaft on which something turns, like a gate or a wheel. In the 2010s, Eric Ries popularized the term in his book 'The Lean Startup' to describe how young companies must rapidly change their business models based on customer feedback without losing their core identity.
Word relationships
- shift: Shift is a general term for movement, while pivot implies rotating on a fixed, stable point of origin.
- reorient: Reorient means to find one's bearings again, whereas pivot emphasizes the active change in strategic direction.
- persist: Persist means to continue firmly in a state or course of action despite obstacles, the exact opposite of pivoting.
- stagnate: Stagnate means to cease developing or moving, whereas a pivot is an active, dynamic change.
Commonly confused with
- pirouette: A pirouette is a complete, artistic 360-degree spin in ballet, while a pivot is a strategic change of direction.
Word family
- pivotal (adjective): Of crucial importance in relation to the development or success of something.
Collocations
- strategic pivot
- pivot to
- make a pivot
- pivot quickly
Example sentences
- "When their original software failed to gain traction, the founders decided to pivot and focus exclusively on mobile gaming." A business news article about a startup's survival.
- "A pivot is a change in strategy without a change in vision." A classic description of startup agility.
Memory hook
Picture a basketball player keeping one foot firmly planted on the floor while rotating their body to find an open teammate. Keep one foot planted, turn the other way.
When not to use
Do not use pivot for minor adjustments; it should represent a fundamental change in direction.
Fun facts
- Instagram famously started as Burbn, a cluttered check-in app, before pivoting to focus solely on photo sharing.
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