While there’s much talk emanating out of Silicon Valley nowadays that “pivot is the new fail”, when the term first gained popularity off the back of the lean startup movement in the early 2010s it effectively meant making a fundamental shift in your business model, based on customer learnings, towards one that is designed to bring you closer to product market fit.

Whether it’s changing your target customer segment, your distribution channels, your marketing strategy, pricing model or the very nature of your solution, a pivot in business is much like a pivot in basketball, keeping one foot planted firmly on the ground while shifting the other foot.

A pivot done well, can be a thing of beauty and something that both large corporate innovation teams and startup founders can take much inspiration from.

So with that, here are 10 of our team’s favourite company pivots of all time.

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