From Startups to Self: A Dual-Lens Case on Entrepreneurial Pivots Across Ventures and Life Stages
This critical incident (CI) explores the strategic pivot decisions made by serial entrepreneur Uli Gal-Oz across four technology ventures—Tango, Magisto, Moovit, and Homage Robotics—while highlighting how entrepreneurs evolve both strategically and personally over time. Drawing on first-hand interviews, the CI takes a dual-lens approach, examining both venture-level pivots, which address external market and product alignment challenges, and individual-level pivots, which reflect how entrepreneurs adapt their identity, leadership approach, and risk tolerance throughout their careers. Students are introduced to multiple pivot types based on Ries’ (2011) Lean Startup framework. The CI also presents a forward-looking decision point for Homage Robotics, a startup operating in the fast-growing eldercare robotics space. Through the dual-lens narrative, students gain insight into the interplay between market signals, founder mindset, and pivot strategy.
Upon completing this assignment, students should be able to:
1. Understand venture-level and individual-level entrepreneurial pivots, and explain how each influences startup trajectory and founder evolution.
2. Apply Eric Ries’ ten pivot types framework to analyze the strategic redirections of early stage ventures.
3. Evaluate the decision-making processes associated with the timing of pivoting.
4. Reflect on the personal and emotional dimensions of entrepreneurship, including how failure, leadership, and adaptability shape long-term entrepreneurial identity.
5. Propose pivot strategies and customer targeting decisions for a new venture based on market conditions and founder experience, using the Homage Robotics case as a forward looking decision point.