If there’s one thing that startups know, it’s that finding ways to stay competitive and relevant in a fast-changing market is key. As a result, startups have to be flexible and open to the idea of pivoting - switching a core facet of a business model or changing the focus of the business or product development. In the early days of a startup, finding out if your business idea will be a winner is hard without experimentation and market testing. Finding out what works, and what resonates with customers, might mean changing an idea or product until it becomes a success, possibly in another form from the one originally conceived. Interestingly, research points to startups that pivot in their early days are more likely to achieve better growth and faster scale-up further down the line. So, it really is okay to pivot as a startup.