About-face

An 'about-face' signifies a complete reversal of direction, opinion, policy, or strategy. It describes a sudden and decisive shift, often surprising, that changes the course of something entirely. This term is frequently used in military contexts where a soldier pivots 180 degrees to face the opposite direction but extends beyond to describe any significant change. An About-face can be triggered by various factors, including new information, a reassessment of priorities, or the need to adapt to changing circumstances. This pivotal moment often marks a turning point, signifying the end of one approach and the beginning of another. It emphasizes a radical departure from the previous stance, a fundamental alteration rather than a slight adjustment, and often implies a correction after initial errors.

About-face meaning with examples

• The company, facing dwindling profits, made a dramatic About-face, abandoning its expensive marketing campaign and focusing instead on developing more affordable products to capture a new market segment. The shift shocked investors initially but proved to be a wise move.
• After initially supporting the proposed legislation, the senator performed an About-face, citing newly released evidence of its potentially damaging impact on the local economy. This unexpected change in stance caused controversy among his constituents.
• During the negotiations, the ambassador's unexpected About-face in the final hour, agreeing to previously rejected terms, secured a crucial peace treaty. This last-minute concession surprised the entire delegation.
• When the public's preferences shifted drastically, the fashion designer quickly adopted an about-face. He discarded his collection of high-fashion garments and, instead, began designing trendy, more accessible clothing to meet consumer needs.