Pivot
To pivot is to change a major hypothesis of a business or product based on what has been learned
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It can affect the audience, the problem addressed, the value proposition or the revenue model. It differs from adjusting details of execution. Deciding on a pivot involves identifying which evidence challenges the current approach and which new hypothesis is to be tested.