Usually as soon as they've hit the market and haven't made the sales, revenue or numbers they expected to make. At this point a decision to pivot may be made,

Usually as soon as they've hit the market and haven't made the sales, revenue or numbers they expected to make. At this point a decision to pivot may be made, along with minor tweaking. It all relates to the metric being measured, which is usually $$$ or userbase. No traction = no future.