How to Know When to Pivot
(and When to Keep Going)
No one is going to tell you when to pivot.
Not your investors. Not your co-founder. Definitely not your ego.
That’s the hard part.
Startups live in uncertainty. One moment it feels like you’ve cracked it. The next, your user graph flatlines. You’re stuck asking:
Do we keep pushing? Or change direction?
This post is a simple framework to help you tell the difference.
Why?
Over the past 4 years, I’ve had 1,000+ Zoom calls with founders around the world.
Early-stage teams. First-time founders. Repeat builders.
And one question keeps coming up — directly or indirectly:
“Should we keep going, or change direction?”
Sometimes they ask it out loud.
Other times, it’s written all over the pitch.
I’ve seen the pattern too often:
Founders miss (or ignore) the signals.
They push when they should pivot.
Or pivot too soon — just before the magic happens.
So I wrote this.
A short, clear, no-jargon roadmap to help you decide:
When to pivot. When to persist.
When It’s Time to Pivot
You’re working hard. But things aren’t moving.
Here are the red flags:
Customers already solve the problem in another way
Users try it once, then ghost
Even your ideal users say “I don’t really need this”
You’ve offered it free — no one sticks
Every conversation ends with blank stares or polite nods
Translation: You might be solving the wrong problem.
Not a new way to solve it. Just… the wrong one.
That doesn’t mean you’re a bad founder. It means you’re early in the process of learning.
When It’s Time to Persist
This part is tricky — because early traction often looks like rejection.
But there are signals. Here’s what to look for:
Users who try your product don’t want to go back
Feedback starts with: “Interesting, but…” (not “Nope”)
People are using makeshift hacks to deal with the problem
A few early adopters brag about you to friends
Pushback is about implementation — not your core idea
Translation: You’re early, not wrong.
This is when most people quit. But this is also when real founders double down.
Tests to Guide the Decision
Let’s make this practical. Ask yourself:
1. Pain Test
Is the problem urgent and painful?
Are people trying to solve it right now?
2. Solution Test
Is your product at least 10× better than the alternative? Or at least 2× easier?
3. Market Test
Is the market big enough to support a business? Can you reach people affordably?
4. Timing Test
Is the market shifting? Do you see signs that now might be the moment?
What Bad Rejection Sounds Like
This is rejection that means: “Stop.”
“I don’t see the value.”
“We’re not looking for this.”
“I wouldn’t pay for it.”
Crickets. Disinterest. Shrugs.
What Good Rejection Sounds Like
This is rejection that means: “Not yet.”
“Come back when you have X.”
“We’d need more proof.”
“We’re interested, but not now.”
Curious questions about your roadmap
Pivot or Persist?
Here’s the short version:
Pivot when:
Wrong problem
Weak solution
No demand
No one even uses it for free
Persist when:
The pain is real
The timing is just off
A few users love it
You need better distribution, not a different product
This isn’t about pride. It’s about staying honest with yourself.
Final Thought
Most founders pivot too late. Or quit too soon.
The ones who win? They know the difference.
Listen to your users. But more importantly —
Listen to the patterns in the rejection.
They’ll tell you what to do.
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Note: Most of what I share is free because I enjoy it. But people value things more when they pay. You’ll get plenty for free—but if you want my time and feedback, I expect commitment.