A pivot, changing a business model in response to what the market actually wants, works best when it’s driven by data from real customer testing, not by hope or guesswork.
Test before you commit
Because it’s hard to predict how customers will respond to a new product or service, the only reliable way to know is to test it in the market with minimal resources, then adjust based on what actually happens. A pivot done on assumptions rather than evidence tends to repeat the same mistake in a new direction.
The steps behind a successful pivot
Define the target market clearly rather than guessing broadly. Identify the specific point where the market sees the offering as a genuine “must-have,” not just a nice-to-have. Align the business model to deliver exactly that. Then measure the actual hit rate, how many attempts convert to sales, before deciding whether the pivot is working. Businesses restructuring around a new offering should also confirm their registration details are current with the Companies and Intellectual Property Commission, since a changed business model sometimes means a changed set of statutory obligations.
Well-known pivots that worked
Twitter began as a podcasting platform before its founders redirected it into short-form messaging when they saw where user behaviour was actually heading. Avon started as a door-to-door book sales business before its founder noticed customers cared more about the free perfume samples included with each sale than the books themselves, and rebuilt the business around cosmetics.
Frequently asked questions
What is a business pivot?
A structural change to a business model made in response to market feedback, rather than abandoning the business entirely.
How do I know if my business needs to pivot?
If market testing consistently shows low uptake despite genuine effort, that’s a signal to reconsider the model rather than just the marketing.
What’s the biggest risk when pivoting?
Pivoting based on assumptions rather than tested market data, which risks repeating the original mistake in a new form.
Can a business need to pivot more than once?
Yes. Markets keep changing, so a business model that worked after one pivot may need further adjustment later.
What is a well-known example of a successful pivot?
Twitter started as a podcast network before pivoting to short-form messaging once user behaviour made the opportunity clear.
Further reading
Originally published in August 2016. Updated September 2026 to add more recent, tested examples of South African businesses that pivoted successfully, alongside the original Twitter and Avon cases.
