Pivoting is another word for “rapid evolution”. You have to be in touch with your market constantly because technology changes. Our culture changes. Public opinion changes. The government changes.
These changes create opportunities for the disrupters.
But it’s also a threat for the startup. The window for your great idea may only stay open for a few months. You need to get there quickly.
Once you get traction, you need to be vigilant for what’s next.
A friend started a great little company based on a BtoB cell phone texting platform. Within 2 years, Smart phones arrived rendering them obsolete overnight.
It can happen in a flash.