Perhaps you’re offering better performance like Google did when it took on Yahoo in the early days of internet search, or you want to become a leader in catering to a specific niche or audience. If you can create something wholly new and innovative that’s able to be protected by a patent, then even better.
But make sure you’re sensible with who you bring on. If there are any red-flags in the early days then these are only going to be exasperated when things start heating up. Ensure you have a shared vision, a common work ethic and similar expectations for the new enterprise.
Much like Amazon and its desks made of doors, when Pedestrian started we used to make desks out of two trestles and wood cut directly from a hardware store. There weren’t too many complaints and it created a culture of thriftiness throughout the business. We even sold the makeshift desks on eBay after we graduated to legit desks a few years later.
Successful pivots happen because founders are flexible and constantly listening and reacting to what the market is telling them. The first 12 months to 3 years of any business is a glorified research and development phase. Pedestrian originally set out to create a globally distributed DVD street press before settling on the Pedestrian.TV website as the most effective way for us to deliver our goals.