Should I relaunch or pivot?

Question

Efri Dereje · Accepted Answer

Relaunch when the product works but the marketing failed. Pivot when the product, audience, or offer is wrong. If you have tried relaunching more than twice with the same core, pivot.

Criteria Relaunch if Pivot if Product People who used it got the promised result. People used it and did not care or did not get value. Audience You reached the wrong people, but the right people exist. You reached the right people and they still did not want it. Offer The offer is good but the message or price was unclear. The offer itself is weak, overpriced, or not needed. Traffic You had low reach. Nobody saw it. You had high reach. They saw it and ignored it. Signups You got signups but no sales. The offer or follow-up was weak. You got no signups after real traffic. The promise did not land. Feedback Silence because nobody saw it. Silence because people saw it and had nothing to say. Sales Some people bought and were happy. Nobody bought after multiple attempts. Retention Buyers stay and use it. Buyers churn, refund, or complain. Message The message did not reach the right people. The message reached them and they still did not act. Timing Bad timing: season, economy, or a crowded week. Timing was fine and it still failed. Cost Relaunch is cheap and fast. Relaunch has failed twice. More relaunches cost more than a pivot. Energy You still believe in the core. You dread relaunching again. That is a signal.

Relaunch fixes distribution, message, timing, and offer packaging. Pivot fixes the product, the audience, or the core promise. If the product works and people just did not see it, relaunch. If people saw it and did not want it, pivot.