Hey friends 👋

Here’s what a pivot is not: changing your messaging, tweaking your pricing, or trying a new ad channel.

It’s also not torching the company and starting over.

A pivot is what happens when data invalidates a core assumption — and there are really only three categories worth changing: your audience, your product, or how you distribute and capture value.

That’s the framework this week. We map the three pivot categories, explain how the 10 named pivot types actually fit inside them, and then do what we do — put the theory through three real startup scenarios that are very much not doing it right.

From an AI writing tool that quietly discovered its best customers were using it for something completely different, to a yoga marketplace simultaneously pivoting its customer, its product, and its monetization model (we both gave it a one), to a SaaS dashboard whose founders accidentally built the right feature inside the wrong product — each one gets rated on our conviction scale.

In Frivolous Thoughts: Cameron barely survives a security line in Salt Lake City, and jdm goes deep on the agentic AI wild west — including a tool that lets you hire a zero-human CEO for your startup.

Please don’t do that for your actual startup.

As always, thanks for listening.

—Cameron and JDM

Timestamps

00:00 Introduction

02:15 What is a pivot? (and the three categories)

07:45 Scenario 1: AI writing tool — customer need vs. segment pivot

15:15 Scenario 2: Yoga marketplace — the danger of stacking pivots

25:00 Scenario 3: SaaS review dashboard — the zoom in pivot

34:00 Frivolous Thoughts

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