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Everyone Pivots | LinkedIn

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This is not what I would call a pivot:

The challenge lies in is figuring out who cares about your incredible new product. Rarely do companies get it right the first time and it often takes years before they do … if they ever do.

You have to iterate through a number of markets before you might find one that cares. The process of iterating markets is now referred to as pivoting.

Google didn’t launch Adwords until more than 2 years after it introduced its search engine. Oracle started out by charging minicomputer manufacturers to port its SQL based database. It took years before the company figured out it could do much better selling direct to departments within large enterprises. Apple started with a “kit” computer targeted at hobbyists, rather than a turnkey system meant for professionals.

This is just figuring out a market, not pivoting.

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