Rethinking The Pivot: New Perspectives On Startup Gospel

Before Pokémon Go became a global sensation, Nintendo was peddling playing cards. Before Howard Schultz put a coffee shop on every corner, Starbucks was a storefront selling coffee beans at Pike Place Market in Seattle. Like their predecessors throughout history, many now-iconic companies have changed trajectories — or pivoted — before achieving success. While relentless pivoting has become part of the startup gospel, new perspectives have started to emerge.

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