The pivot decision: Nothing illustrates the process more succinctly than the pivot decision. Once data from experiments are collected, the team meets to decide whether it is time to change directions—make a pivot. The team summarizes all the data supporting the current hypothesis as well as risks to the business model identified either previously or as a result of new data gathered. The team then also considers one or more pivots: changes in key elements of the Business Model Canvas that would address the risks uncovered so far and possibly open up opportunities for more rapid growth. The pivot decision also highlights the iterative nature of the process; the gray arrows in the process diagram in Figure 4 are points where the process can move back to earlier steps. It is common to see 10 teams that started at the same point to be at very different steps of the process 2 months later, based on the data they have collected and pivots they have made.