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10 Companies That Pivoted to Success: Why Great Brands Embrace Change

Writer's picture: Cody StevensCody Stevens

In the business world, the road to success is almost never straight. The iconic brands we know today often started out doing something completely different, but their founders weren’t afraid to pivot when it mattered most. They saw opportunities, adapted, and ended up building empires in unexpected ways.


The other day, I posted on Instagram about 8 companies that changed course and created massive brands!


Here’s a look at those 8 companies (plus 2 more) that took a leap and found greatness by changing direction.


1. Twitter – From Podcasting to Microblogging

Twitter wasn’t always a platform for short-form content. It actually began as a podcasting app called Odeo. But when Apple jumped into podcasting, the Odeo team saw the writing on the wall. Instead of throwing in the towel, they shifted gears and created what we now know as Twitter—a move that sparked an entirely new way to communicate. Lesson? Sometimes your biggest competitor forces you to dig deeper and uncover the real gold.


2. Instagram – Less FOMO, More Focus

Instagram originally launched as a location-based check-in app called Burbn. But when it didn’t gain traction, the founders made a bold decision: they stripped down the app to its core feature—photo sharing. That simple focus catapulted Instagram into a global phenomenon. The takeaway here? Find what works, and go all-in. Sometimes, less is more, and one feature done well can change the world.


3. Nintendo – From Playing Cards to Pixels

Back in 1889, Nintendo was a humble playing card company in Japan. They didn’t touch electronics until almost a century later, when they made a massive pivot to gaming. Today, Nintendo is a household name, known for creating some of the most beloved video games in history. The lesson here? Stay open to evolution. Don’t be afraid to explore new territories—you never know where you’ll find your niche.


4. YouTube – From Video Dating to Video Everything

Did you know that YouTube was initially a video dating site called “Tune In Hook Up”? When that concept fell flat, the founders quickly pivoted to a platform where users could upload and share any video content. And just like that, YouTube became the world’s largest video-sharing site. Lesson learned: Sometimes, the best way forward is to give people what they want, not what you planned.


5. Shopify – Selling Snowboards to Selling Anything


Shopify’s founders started out just wanting to sell snowboards through a store called Snowdevil. But when they couldn’t find a decent e-commerce platform, they built their own. Today, Shopify powers millions of businesses worldwide, from clothing boutiques to tech shops. The takeaway? Solve your own problem, and you might just solve a lot of other people’s problems, too.


6. Slack – A Failed Game’s Unexpected Gift


Before Slack became the messaging tool that keeps remote teams connected, its founders were working on a game called Tiny Speck. When the game didn’t pan out, they pivoted to focus on the internal messaging tool they’d created during development. That tool became Slack. Sometimes, what feels like a side project could actually be your biggest opportunity.


7. Avon – From Books to Beauty

Back in the late 1800s, Avon wasn’t selling makeup. It was a door-to-door book business. Perfume samples were just a bonus for customers. But when the perfume started flying off the shelves, the company made a massive pivot into beauty, ultimately becoming one of the world’s most recognizable cosmetic brands. The takeaway? Follow the demand. You might be sitting on an unexpected goldmine.


8. Nokia – The 150-Year Journey

Nokia has tried its hand at everything from paper production to rubber manufacturing. In the 1990s, it struck gold with mobile phones and became a global leader in telecommunications. Nokia’s story reminds us not to get stuck in our origin stories. Embrace change and stay open to where the market leads you.


9. Wrigley – From Soap to Chewing Gum

Wrigley originally sold soap and baking powder, giving away chewing gum as a promotional item. But when the gum outshined the main products, Wrigley went all-in on it, becoming one of the world’s most famous gum brands. The lesson here? Let demand be your guide. Sometimes, what you thought was a side act turns out to be the main event.


10. Samsung – From Fish to Phones

Samsung started in 1938 as a trading company dealing in dried fish, noodles, and groceries. Fast forward, and they’re now a powerhouse in technology. This is a company that pivoted repeatedly, constantly adapting to the demands of the market. The takeaway? Never box yourself in. Build a brand that’s flexible enough to grow with the times.


Embracing the Pivot: Why Adaptability is Key

These brands teach us that success isn’t about following a straight path. It’s about being willing to pivot, to admit when something isn’t working, and to find a new direction. In a world that’s constantly changing, adaptability is a superpower. If you’re a business owner, remember this: The best version of your company might be the one you haven’t created yet.


The next time you’re faced with a tough decision, ask yourself: Am I willing to change direction? Because sometimes, the greatest success stories are born from the courage to take a leap of faith.


Use these lessons as a reminder that change isn’t something to fear—it’s an opportunity. Whether you’re running a business, managing a team, or building a legacy, stay open, stay curious, and never be afraid to embrace the pivot.


BE GREAT!







Cody Stevens, Founder of X Squared Systems


We teach businesses how to get unreal results by aligning their people with the vision.


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