• Zoom-in pivot: A feature of the product is so useful that it becomes the whole product. 
  • Zoom-out pivot: In the reverse situation, the whole product is included in an even larger product or platform.
  • Product value pivot: The product benefits and ROI story did not catch the attention of the stakeholders. Changing the value proposition and positioning can help establish value more quickly. 
  • Value capture pivot: The solution had value, but the revenue or business models were wrong for the customers. A new revenue model might open up new revenue opportunities. 
  • Channel pivot: Changing the way the technology is brought to market. For example, changing from a direct sales model to a reseller go-to-market strategy. 
  • Technology pivot: Changing the way the solution delivers results by using a completely different technology. 
  • Customer need pivot: The problem solved was not very significant, or money wasn’t available to buy. This may require solving a different problem with a different solution. 
  • Customer segment pivot: The product attracts real customers, but not the ones you were initially targeting. The problem is real, but the customer group will limit your ability to scale and grow. An example of customer segment pivot is when video analytics startup Wistia decided to target functional groups across industries after realizing that selling by verticals where they thought people were using video was not as effective. 

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