No One Likes Pivoting.......No One

If this is your first time coming across what "pivoting" is.

It's when you start a company. You are hoping that you generate some traffic for your business.

You do but unfortunately, you run across a few problems.

• The easiest one is that you don't have product-market fit. (This alone can be confusing because you don't know if you're targeting the right pain points. Hell, you don't even know if you're even early!)

However, what if you already have product-market fit. People are buying your product but you are still not growing as much as you like.

After all, product-market fit is where it's at.

Brian Balfour stated that Product-Market Fit isn't enough.

After pivoting 12hrSEO, an SEO-optimized content writing service that delivers B2B tech articles in under 12 hours, I can attest to that.

There are 3 other fits to be aware of and all of them must be congruent.

Product-Channel Fit: does your product make sense for the channel that you are using?
Channel-Model Fit: does your channel fit with your business model?
Model-Market Fit: does your business model fit with your market?

Pivoting is hard because you are not sure when you need to pivot.

However, it has the added bonus of you not knowing WHAT or even HOW you should be pivoting!

• Do we change our copy?
• Do we change our product?
• Do we change our pricing?

Hell, if we know!

For 12hrSEO, I had to turn it into a retail-service operation that churns out high-quality SEO-optimized content within 12 hours for B2B tech.

The biggest takeaway may be that your product may not be the problem, it could be your market, your copy, or even the channel that you are using.

My pivoting journey was made much more simple with this framework: https://brianbalfour.com/four-fits-growth-framework

Hopefully, yours will be too.