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A pivot means youre changing one of your key hypotheses, going back to the park market of a pyramid. You're changing which need you're going after and changing your value proposition. So marking report dot com was gone, and in its place, we had jumpe mail freeze. When i talked to people about the different types of junk mail that they get all universally agreed,. hey, financial check, preaprovet, cash advance related junk mail is what bothered them most. Once we learned that, we put that front and centre in the new mock up for our website.