In this episode of Behavioral Profit, Debbie Longo speaks with Jack Siney about business pivots, market feedback, change management, and the willingness to change direction when an idea is not producing the expected results.

Jack shares the story of GovSpend, a company he co-founded to help government agencies purchase more efficiently. The original concept aggregated government purchasing data so agencies could compare vendors, pricing, and purchases. After investing significant time, money, and effort into the technology, Jack and his partner took the idea directly to government purchasing professionals—and the response was overwhelmingly negative.

Rather than abandoning the technology, they examined the value of the data and began asking who else could benefit from it. That process led to a complete business-model pivot. Instead of ...