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The technology industry has a way with words — specifically, a way of repurposing them. “Hacking” is the paradigm (in tech, this means experimenting, not ransacking people’s personal details). Other examples include “disrupt” (a shake-up of the status quo) and “pivot”. To “pivot” is not just a turn with vaguely mechanical connotations: it’s a shift in a business model. It can be the difference between failure and making millions!

A lot of successful start-ups launched with a different business model and when they ran into trouble they pivoted to something new.

Silicon Valley has its star stories. Instagram - The most popular iPhone photo app in existence started life as a gaming/photo app called Burbn. Its founders realised it lacked singular focus, so ditched the gaming function and launched Instagram, sold to Facebook for $1 billion in 2013.

Twitter was originally Odeo — a social discovery network for finding and downloading podcasts — but the founders realised it could never compete with iTunes. They gave their employees a two-week deadline to innovate — and pivoted to Jack Dorsey and Biz Stone’s micro-blogging website.

The same pivotal moments occur for people working in the digital landscape. The most ambitious are evolving with the times, some completely changing direction.  From understanding these pivotal moments for both individuals and companies, Pivotal London was born.

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