You’re pivoting. Not a tweak, not a new feature, an actual shift.
Different persona, tighter ICP, maybe a whole new motion.
It’s the right move. But now you’ve got a problem: a user base that signed up for something else.
Frame the Pivot, Don’t Apologise
Internally, you’re calling it a pivot. Externally, it’s focus. It’s evolution. It’s deeper value for the customers who’ll get the most from you.
Don’t apologise for the change. Frame it. “We saw where we worked best. We’re building more of that.” Good customers understand. They’ve done the same.
Decide Who Comes With You
Not every customer makes the cut. Be honest. If your new direction doesn’t serve them, give them a graceful exit. Offboarding beats resentment.
Map What Changes
What stays, what gets deprecated, what gets rebuilt? Communicate clearly. No passive “we’re sunsetting this.” Say what’s changing, why, and what they can expect next.
Assign a Handholder
For high-value accounts, don’t let product changes land in an email. Call them. Explain the roadmap. Ask how they use the tool today. Offer paths forward.
Create a Transition Tier
For legacy customers, offer a plan that maintains trust. Maybe they get six months of both worlds. Maybe you freeze their plan while you build the bridge. The key is: don’t force a jump without a landing.
Train Support to Handle Fear
“Are you killing the product?” “Will this still work?” These are trust questions, not tech ones. Give them answers that reflect commitment, not confusion.
Ship Fast and Tell the New Story
Build the new story fast. Every month in pivot limbo costs momentum. Ship something real. Tell the world who you’re for now. Get your new users in the door. They’ll give the old ones something to see.
Pivots don’t kill companies. Silence does. Over-communicate, over-deliver, and don’t look back. If it’s the right move, your best customers will follow.
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