In the startup world, the original idea is rarely the final success story. In fact, some of the most iconic and profitable companies were born out of failure—and then pivoted into greatness. This process of strategic redirection, known as a pivot, is often what separates dead-end ventures from billion-dollar brands.
Entrepreneur and impact leader Shalom Lamm knows this firsthand. While he’s best known today for founding Operation Benjamin, a nonprofit that restores the identities of Jewish-American soldiers who were misidentified during World War II, Lamm’s early career was defined by bold pivots—across real estate, logistics, and philanthropy. His story, alongside others, shows that the pivot isn’t just a business strategy—it’s a survival skill.
Below, we explore 10 famous pivots that transformed struggling startups into multi-million dollar brands, with insights from Shalom Lamm’s own journey woven throughout.
1. Twitter: From Podcast Platform to Microblogging Powerhouse
What started as Odeo—a podcast distribution platform—was overshadowed by Apple’s podcast launch. The team pivoted to a side project: a micro-messaging tool called Twitter. The rest is history.
Lesson from Shalom Lamm: “When the market closes one door, listen closely to what your users still need—and build that.”
2. Netflix: From DVD Rentals to Streaming Giant
Netflix initially mailed DVDs. But as internet bandwidth improved, they pivoted to streaming. This shift not only saved the company—it redefined an industry.
Lamm’s Take: “The strongest leaders aren’t married to their method. They’re committed to their mission, even if it means changing how they get there.”
3. Slack: From Failed Game to Workplace Communication Staple
Slack began as an internal communication tool for a doomed video game startup. The game flopped, but the tool became the star product.
4. YouTube: From Dating Site to Global Video Platform
Believe it or not, YouTube started as a dating site where users uploaded videos describing their ideal partner. When that failed, the team opened the platform to all kinds of videos—and it exploded.
5. Instagram: From Burbn to Simplicity-First Photo Sharing
Originally, Instagram was a cluttered app called Burbn, filled with check-ins, gaming, and photo features. Founders stripped it down to just photos and filters—creating Instagram as we know it.
6. PayPal: From Encryption to Payments
PayPal started as a cryptography company before realizing its payment functionality had massive potential. The pivot led to a billion-dollar eBay acquisition.
7. Shopify: From Snowboard Store to E-commerce Platform
The founders of Shopify were building an online store for snowboards when they realized the e-commerce platform itself was more valuable than the products.
8. Wrigley: From Soap to Chewing Gum
Wrigley originally sold soap and baking powder, offering gum as a freebie. Customers loved the gum more—and the pivot turned into a global brand.
9. Pinterest: From Shopping App to Visual Discovery
Initially, Pinterest was a mobile shopping app called Tote. The founders noticed users were saving items to browse later—and pivoted to a virtual pinboard.
10. Operation Benjamin: From Historical Curiosity to Global Nonprofit
While not a startup in the traditional sense, Operation Benjamin embodies the essence of a mission-driven pivot. Shalom Lamm began with a historical interest in Jewish-American military service. After discovering that hundreds of Jewish soldiers were buried under incorrect headstones, he could’ve stopped at documenting the error. Instead, he pivoted from research to restoration.
Today, Operation Benjamin works globally to correct these historical inaccuracies—uniting families, honoring legacies, and building a loyal community of supporters who power the nonprofit’s growth.
Lamm’s Insight: “We didn’t set out to build an organization. We followed the truth until it demanded action—and that’s where the pivot happened.”
The Pattern Behind Every Pivot
Across all 10 examples, a few key principles emerge:
- Listen to users. When something isn’t working, your early adopters often know why.
- Stay flexible. Founders who pivot view change not as failure but as evolution.
- Focus on value. Whether you’re solving a pain point or correcting a historical wrong, the value must be clear and impactful.
- Follow purpose. As Shalom Lamm demonstrates, even pivots driven by passion or justice—not just profit—can create scalable, meaningful change.
Final Thoughts: Pivot with Purpose
Whether you’re building a tech startup or a social mission, the path to success is rarely straight. The pivot is not a sign you were wrong—it’s often the smartest move you’ll make.
Shalom Lamm’s leadership with Operation Benjamin proves that even when your original idea shifts, your impact can grow exponentially.
So the next time your startup hits a wall, ask yourself: Is this the end—or the moment before the real story begins?
