Pivoting has taken on this mythological proportions, i think, in the start up world. We've rebranded it as pivoting, and it's you can be proud of it allso i think that's ridiculous. That just means you let a bad idea go too far before you discovert. Pivettis extraordinary, costly form failure. And so part of how we would communicate these ideas, is to embrace the idea of iterative work,. lots and lots and lots of failing at a time when failure is extraordinarily cheap. It doesn't count as failing. It just counts as learning. At some point when learning crosses the border and becomes failing, now you have an actual