Pivots

piv-uhts (noun) Pivots are strategic shifts where a company fundamentally changes direction, target market, business model, or approach when the current strategy isn't working as planned. They involve abandoning or significantly altering the original plan to pursue new opportunities or respond to market realities that demand a different course of action.

Think: when your startup realises nobody wants your revolutionary sock-sorting app, so you completely change direction and become a laundry service instead.