How fast can your team pivot?

Among the many lessons our digital strategies team keeps learning is the need to think from the outside in. Whether you call it user experience (UX), human centered design (HCD) or common sense, it’s critical to keep a user’s first experience in mind.

Our team offers products that reach out globally. One of the apps we develop is GodTools, serving about 900 users each day in 36 languages and has been downloaded in 195 nations. But we didn’t start there. We began with only one language, English, and have been adding on through the help of volunteer crowd-sourced translators.

12 most spoken native languagesRecently we realized, thanks to this article in the Washington Post, that we were missing key languages that would greatly increase the tool’s adoption. What might happen if we were to include Bengali, German, Italian and Japanese? Now that we’ve become aware of this information, we can focus our strategy on the next best opportunities with the greatest leverage. We’ll keep this in mind, not just for one product, but for all of our digital assets, social media feeds, and web offerings.

It’s not rocket science; it’s just a simple pivot. We keep one foot firmly planted in our original plan, then pivot and plant our other foot on a more promising pathway.

Leadership in the digital age requires an immense amount of flexibility and agility as new information surfaces. Gone are the days of five year strategic plans. We operate off a clear vision map and a set of 12 month goals broken down into small tactical sprints.

How is your team learning to pivot?



By Ken

Dr. Ken Cochrum (DMin, Bethel University) is Vice President of Global Digital Strategies at Cru (formerly Campus Crusade for Christ) in Orlando, Florida. An avid cyclist and aspiring guitarist, he also holds a degree in Mechanical Engineering from The University of Texas and a Masters of Arts in Biblical Studies from Dallas Theological Seminary. He recently co-founded, a movement passionate about connecting people to Jesus using digital strategies. He previously served as vice president of Cru’s student-led movements worldwide. He and his wife Ann spent 13 years in East Asia where they raised their two children. Ken blogs regularly at


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