The document describes how the founder of Corporate Look and Evly, Eric Edelstein, pivoted his business 6 weeks ago by throwing out everything they had created to date and starting over. Their new product, developed through the pivot, is flexible i-frames that can be used to build Facebook apps, widgets, and mobile apps. The pivot has been successful so far, with their first paid customer coming 12 weeks later and now having customers 6 months later. The document encourages ignoring the South African mentality of disrespecting failure and instead embracing pivoting like in Silicon Valley when the market changes.