Sometimes when you swing at the ball, you simply miss and create a hole in the ground.
The Yin & Yang of it All
Eric Ries defines the concept of a Pivot as:
… the idea that successful startups change directions but stay grounded in what they’ve learned. They keep one foot in the past and place one foot in a new possible future. Over time, this pivoting may lead them far afield from their original vision, but if you look carefully, you’ll be able to detect common threads that link each iteration.
Why would you Pivot? Well, in our case, we felt we achieved Problem/Solution Fit – we think we have a problem worth solving. Granted, we’re working a little backwards here because we feel we have the Minimum Viable Product (and more) before running any Experiments. (That “MVP Feeling” could very well be an issue.) Nonetheless, you start thinking about Pivoting when you’re not getting any traction – people just aren’t adopting your solution. So at one point you’ve got to wonder if it’s your message, your target audience, or, simply you & your ingenious idea?
If they aren’t ready to listen, it doesn’t matter what you say
Don Dodge posted:
Don’t waste time trying to convert someone who isn’t ready to listen. Move on to the next prospect. Go back to the doubters later with a fistful of customers or partners. Or better yet, let them come to you…when they are ready to listen.
Personally, I love that! If I understand correctly, that means you’re just not targeting the right audience. But that also means, at some point after trying other audiences and still without traction, you have to rethink the root cause.
Pivoting comes to mind, but unless you have enough data from previous Experiments, or, a Minimal Viable Target Audience (MVTA) to Experiment with, then you’re exposing yourself even more to the dreaded “W” word:
Waste is any human activity which absorbs resources but creates no value.
— Womak/Jones, Lean Thinking (Thanks Ash)
Pivot or Divot?
Demian Entrekin brings up an interesting image.
One unfortunate aspect of the term “pivot” is that it sounds like “divot.” If you are a golfer, you know what a divot is. It’s a hole in the ground where you missed the ball.
So what happens if you think you’re not getting traction because your new fangled ingenious idea changes the status quo? We consistently get good feedback from Consumers because we save them time & money trying to find What they want from local retailers/merchants who actually have it in stock. However, the retailers/merchants we interviewed & Experimented with don’t really seem to care about saving anyone time & money. Not even their own! I just don’t get it. If you, as a sales rep in a store could reply to a simple message – like email, Twitter / text, or, instant message that you have something in stock, doesn’t that make your life easier? Didn’t you just close a sale with Minimal Viable Effort (MVE)? Most sales reps we encountered share the attitude that if the customer wants it they’ll find me. Don’t they even know their ABC‘s? What ever happened to Always Be Closing? I hate status quo!
Lesson To Learn
So unless I completely missed the boat on our Problem/ Solution Fit, I have to plot a course towards a more fitting Minimal Viable Target Audience (MVTA) to run the next Experiment, to gather more metrics, before even thinking about the next Pivot.