[toast76]

It was a pivot that failed.

Even though we were growing quickly, the data showed that we'd landed on a local maxima with the original product. Our churn rate was around 3%/mth and the vast majority of churn was "because we don't have a project in QA". We felt we could address that with a different offering (you'd call it a pivot). That pivot failed to deliver a product that resonated the way the original did.

Fortunately, we hadn't shut down the original product (which was still growing), and so the mistake was not fatal.