I had a similar experience. I joined a company about a month before Google launched a competing advertising product (you know, the kind of product Google never kills). The CEO got stuck in some sort of pivot loop where we'd drastically change our product offering every 6 months.
The CEO insisted it wasn't pivoting, it was "refinement", but he also had a really annoying tendency to redefine X to mean "what we do", so he could tell clients and investors "we do X".
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I had a similar experience. I joined a company about a month before Google launched a competing advertising product (you know, the kind of product Google never kills). The CEO got stuck in some sort of pivot loop where we'd drastically change our product offering every 6 months.
The CEO insisted it wasn't pivoting, it was "refinement", but he also had a really annoying tendency to redefine X to mean "what we do", so he could tell clients and investors "we do X".