Tactical Pivot: When You Know You Can Make a Difference
In business, sport, and technology, moments arise when the data is clear, the strategy is evident, and the opportunity is too compelling to ignore. These moments demand a tactical pivot—an intentional shift in approach that can redefine the trajectory of an organisation.
At Knexu, we have been closely examining the insights from across various industries, building upon their strategies to refine our own approach to digital transformation, audience engagement, and commercial success. When you know you can make a difference, you must act decisively.
Understanding the Need for a Pivot
A tactical pivot isn’t about abandoning a strategy but refining it in response to market realities. It’s about recognising that the landscape has changed and having the conviction to move with it. The best pivots come from a deep understanding of audience behaviour, technology evolution, and shifting commercial dynamics.
Lessons We’re Developing at Knexu
1. Owning the Digital Relationship
We’ve seen how owning the digital ticketing relationship changes the game. We are developing ways to move beyond legacy distributors and embrace a direct-to-consumer approach, enhancing engagement, unlocking first-party data, and creating new commercial opportunities.
For us, the lesson here is clear: own the connection with your audience. Whether it’s fans, patients, or customers, the ability to communicate directly is an asset that should be protected and maximised.
2. Data-Led Decision Making
The perfected art of data-driven strategy is something that we all need to aim towards, the utopia of business decision making with human insights: we at Knexu are focusing on transforming insights into actionable decisions. Too many organisations still operate on assumptions rather than real-time audience intelligence.
A successful pivot requires clarity on the numbers. What do the metrics tell us? How are consumer behaviours shifting? The best strategies are built on knowing—not guessing—how our audience interacts with our product or service.
3. Beyond Transactional Thinking
Evidence and market behaviours have reinforced the importance of moving beyond a transactional mindset. In sport, it’s no longer about just selling tickets. It’s about the full lifetime value of a fan—from attendance to merchandise, subscriptions, and digital engagement.
At Knexu, we are applying this thinking to sports, health and wellbeing, moving beyond one-time services to long-term engagement strategies. Whether it’s private healthcare, consumer and fan engagement, diagnostics, or fitness platforms, businesses that cultivate ongoing relationships will future-proof their value.
Making the Tactical Pivot in Our Business
As we develop our strategy at Knexu, the following steps guide our approach:
Interrogate Our Market Position – Where do we provide real value? Where are the gaps in service, delivery, or engagement?
Leverage First-Party Data – If we’re not already collecting and utilising direct consumer data, now is the time to start.
Challenge Our Commercial Model – Is our revenue approach optimised for long-term sustainability, or are we leaving opportunities on the table?
Redefine the Customer Experience – What happens before, during, and after someone engages with our service? Are we maximising their journey?
Act Decisively – The best pivots happen when businesses have the confidence to commit. Incremental shifts won’t create transformational change.
The Time to Act is Now
Markets move quickly, and standing still is not an option. Whether in sports, health, or technology, those who embrace strategic agility will outpace their competitors. The insights have demonstrated that owning the relationship, harnessing data, and rethinking commercial strategy are key to creating a lasting impact.
At Knexu, we are not just observing these trends—we are actively developing and applying them. A pivot isn’t a sign of uncertainty—it’s a sign of leadership. The question isn’t whether change is coming. The question is: are we ready to drive it?