What are some examples of successful concept pivots in response to changing market needs?

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Concept development is the process of creating, testing, and refining ideas for new products, services, or solutions. Sometimes, however, the original concept may not fit the changing market needs, customer preferences, or competitive landscape. In such cases, concept pivots can help to adapt and improve the concept to achieve better fit and value. Concept pivots are strategic changes in the core features, target market, or value proposition of a concept, based on feedback, data, or insights. In this article, we will look at some examples of successful concept pivots in different industries and sectors, and how they helped to overcome challenges and seize opportunities.

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Miriam Palà

Boosting profits for brands with Customer-Centricity
Jahnavi Sharma

Founder of Y XtraSocial | Brand Manager | Content Writer | Ghostwriting & Copywriting for founders and coaches |…
Jon Bradley

Helping businesses engage audiences through immersive experiences | Concept design & development | Immersive with…

1 Netflix: from DVDs to streaming

Netflix started as a DVD rental service that offered customers a convenient and affordable way to access movies and shows. However, as broadband internet and digital devices became more widespread and popular, Netflix realized that its concept was becoming obsolete and vulnerable to new entrants. Netflix decided to pivot from DVDs to streaming, and invested heavily in building its own content library and platform. This pivot allowed Netflix to cater to the growing demand for online entertainment, differentiate itself from competitors, and become a global leader in the streaming industry.

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Miriam Palà

Boosting profits for brands with Customer-Centricity
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The concept pivot can be incredibly important for the success and growth of a company, as demonstrated by Netflix's transition from DVD sharing to online content. Netflix recognized the changing consumer behaviors and preferences, shifting towards streaming platforms, and quickly adapted their business model. By pivoting from a DVD rental service to an online streaming platform, Netflix not only stayed relevant but also gained a competitive edge in the industry. This crucial concept pivot allowed them to tap into a wider audience base, reach global markets, and provide a more convenient and accessible entertainment experience.

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2 Slack: from gaming to communication

Slack was originally a gaming company that developed an online multiplayer game called Glitch. However, the game failed to attract enough users and revenue, and the company was facing closure. The founders noticed that the internal communication tool they had built for their team was actually more valuable and useful than the game itself. They decided to pivot from gaming to communication, and launched Slack as a standalone product. Slack offered a simple, fast, and fun way for teams to collaborate and communicate, and quickly gained traction among startups, businesses, and organizations.

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Jahnavi Sharma

Founder of Y XtraSocial | Brand Manager | Content Writer | Ghostwriting & Copywriting for founders and coaches | Content Management | Expert Social Media Manager | E-mail marketing
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Slack’s story reminds me of how sometimes the unexpected turns lead to the greatest success. They started as a gaming company with Glitch, but when that failed, they didn’t give up. Instead, they noticed their internal team tool was more useful than the game itself. Pivoting to focus on that tool—now Slack—turned a struggling business into one of the most popular communication platforms. It’s a great example of how spotting hidden value can change everything, much like finding new opportunities in our own work when things don’t go as planned.

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3 Groupon: from activism to coupons

Groupon was initially a platform for social activism, called The Point. It allowed users to create campaigns for various causes, and pledge money or actions if a certain threshold was reached. However, The Point struggled to generate enough interest and engagement, and the founders realized that people were more motivated by personal benefits than social causes. They decided to pivot from activism to coupons, and created Groupon as a spin-off. Groupon offered users discounts on local goods and services, and leveraged the power of collective buying and word-of-mouth marketing. Groupon became a huge success, and revolutionized the e-commerce and local commerce sectors.

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4 Instagram: from check-in to photo-sharing

Instagram was originally a location-based app called Burbn, that allowed users to check-in at different places, share photos, and earn points. However, Burbn faced stiff competition from other similar apps, such as Foursquare, and had too many features that confused and overwhelmed users. The founders noticed that the photo-sharing feature was the most popular and engaging one, and decided to pivot from check-in to photo-sharing. They simplified the app, focused on filters and effects, and rebranded it as Instagram. Instagram offered users a simple and creative way to capture and share their moments, and became one of the most popular and influential social media platforms.

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5 YouTube: from dating to video-sharing

YouTube was initially a dating site called Tune In Hook Up, that allowed users to upload videos of themselves and find potential matches. However, the site failed to attract enough users and interest, and the founders realized that the concept was too niche and limiting. They decided to pivot from dating to video-sharing, and opened up the site to any kind of video content. YouTube offered users a platform to upload, watch, and share videos of any topic, genre, or style, and tapped into the growing demand for online video entertainment and education. YouTube became a massive phenomenon, and transformed the media and entertainment industries.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jon Bradley

Helping businesses engage audiences through immersive experiences | Concept design & development | Immersive with purpose
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Prior to opening the Wizarding World of Harry Potter, Universal Studios was known for attractions focusing largely on thrill rides and studio tours. The Wizarding World wasn't just a new ride or area; it was a comprehensive, immersive environment. Guests could walk the streets of Hogsmeade, visit Diagon Alley, and even ride the Hogwarts Express. It wasn't about passively experiencing a ride; it was about stepping into the story's world. The move pushed competitors, notably Disney, to also create more immersive and narrative-driven experiences.

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What are some examples of successful concept pivots in response to changing market needs?

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1 Netflix: from DVDs to streaming

2 Slack: from gaming to communication

3 Groupon: from activism to coupons

4 Instagram: from check-in to photo-sharing

5 YouTube: from dating to video-sharing

6 Here’s what else to consider

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