Pivot decision criteria

Knowing when to pivot is about setting clear, measurable limits and sticking to them even when emotions get in the way. Decide these limits early. For example, if user retention stays below 20% after 3 months, or if customer acquisition costs take more than 18 months to recover, the product likely needs a change in direction.

When considering a pivot, move fast but stay grounded in data. Try small, low-cost experiments to test new ideas with your current users. X (Twitter) did this when its team, then working on a podcast app called Odeo, ran internal hackathons. That’s how they found the microblogging idea that later became Twitter. They didn’t scrap everything overnight; they experimented first.

Also, a pivot doesn’t have to mean starting over. Sometimes, adjusting one piece of the strategy is enough. You can narrow your target market, change your pricing model, or double down on the one feature users love most.