Regardless of the success or otherwise of the operation, each cycle of production and measurement produces proven, field-tested knowledge.
So what do you do when you realize that a hypothesis doesn't work?
History has demonstrated that the initially strategy of a startup is rarely the open that will lead it to success. Products we use every day, such as Flickr, Youtube, Groupon and Twitter were founded "to do one thing" and have transformed into quite another. If you're curious, take a look at their stories.
Pivot: a drastic change in strategy without compromising the vision
The pivot is one of the fundamental, natural stages in the development of a Lean startup. It is the moment in which, having obtained a greater level of proven knowledge, a decision is made to drastically modify strategy, while maintaining the original vision.
This process of constant experimentation and adaptation makes it possible to explore and take advantage of "secondary" ideas arising from the originally envisioned process.