Social pivot story / founded 2010
Pinterest pivot story
A shopping app became the internet's mood board.
Shopping app -> mood board empire
Before
Tote, a mobile shopping and catalog browsing app.
to
After
A visual discovery and pinboard platform.
The pivot story
Users liked saving and collecting products more than buying them. The team leaned into collection behavior and created Pinterest.
Why it worked
It tapped into aspiration, taste, planning, and visual organization better than a pure shopping cart could.
Known for
Visual discovery
More company pivots