“Pivoting” is changing a fundamental part of your business model. It happens on the front end for startups to get traction, and then again later for every company as the economy, competition, and culture changes around them. The pivot can be as simple as changing the pricing model, or as complex as moving from a product business to a services business. In all cases, it’s more effective and less painful to do it as a planned process, rather than a crash course in survival.