Emmet

the business model, I mean to say, or the market focus.

And evidently, Allbirds is changing all four.

It's changing the product, the customer, the business model, and the market focus, which made it all the more newsworthy and shocking.

But a pivot is when a business, in simple terms,

decides to stop doing what they're known for and do something else.

So there are loads and loads and loads of examples over the years and some very plain to see examples like Netflix was a DVD by mail rental business up until around 2007 and then said, no, no, we're going to distribute via streaming platform, Amazon Bookshop, online bookshop, and we all know

yes you will buy your books there but along with kitchen utensils uh lights for your christmas tree you name it they're the everything store and they're also cloud computing um one that i particularly like is shopify before we all knew it for what what it is today it was a snowboarding equipment store and then o6 said why don't we do e-commerce um a twitter slack is a good one where slack started off as this kind of very unpopular game

Wow.

Which is a little like Twitter because they were a podcasting platform and then they became this.

I read the story of Twitter.

There was a book written about Twitter and how Jack Dorsey went in to switch off the servers.

and only to notice that the peer-to-peer communication system messaging system had literally grown uh exponentially properly mathematically exponentially and he looked at it and thankfully he was smart enough to say i think this business and so on they're all interesting businesses but

Yes.

It's a radical change.

There's almost no reference to the thing you used to do.

And I think you could blur the lines between radical innovation and go, well, we used to do all this stuff.

Yeah, that's true.

So you're right.

And on that point, I take back.

You're right.