What Is The Pivot? We Asked Intel, Zappos, Instagram, Pandora, Box…

The final video of Fast Company’s “Pivot” series examines how almost 20 companies, including Intel, Instagram, and Zappos, view the strategic shifts that led to their success.

Pivot. Pivot. Pivot. Ask about strategic change, and it’s a safe bet that any group of technology executives will turn into a chorus of entrepreneurial frogs. But just because the word “pivot” is at the tip of every tech founder’s tongue–and almost all will agree it’s an overused term–doesn’t mean there’s any consensus on what it means.


It’s an admission of failure. It’s a glory badge. It should be done all the time. It’s a sign of desperation. You lose key members of the team. Your team is reenergized.

Few will dispute that sometimes it’s just what’s needed to resuscitate a dying company or startup.

In the final video in Fast Company’s Pivot series we look back on almost 20 companies’ successful turnarounds, including Intel, Instagram, and Zappos, and how they view the strategic shifts that led to their success.

About the author

Simone Baribeau is a freelance writer based in Miami, Florida. She has written for Bloomberg News, the Financial Times and the business sections of the Washington Post and the Christian Science Monitor.