The Consumer Technology Association (CTA)
® today announces the release of "Pivot or Die: How Leaders Thrive When Everything Changes" by CTA CEO and
New York Times bestselling author Gary Shapiro. The book is
available in hardcover, e-book, and audiobook.
"Pivot or Die" describes why leaders need to be flexible, especially in business and technology. Delta Air Lines CEO Ed Bastian wrote the book’s introduction. The book includes real-life stories from large companies like Amazon, Panasonic, Samsung, and Walmart. It also includes several start-up and mid-sized company examples of pivots and includes examples of shifts to privacy, transparency, and sustainability.
Shapiro presents a "pivot" framework that leaders can use to navigate challenges:
- Startup pivot: How startups can leverage new ideas to disrupt industries.
- Forced pivot: Adapting to unforeseen shifts and consumer demands.
- Failure pivot: Learning valuable lessons from failure and applying them effectively.
- Success pivot: Seizing opportunities to outperform competitors.
“This book summarizes core principles leaders should embrace to navigate rapid and often unpredictable changes in our world. I hope that “Pivot or Die” serves as a guide for anyone trying to anticipate and act in a changing world. It is written to equip leaders from all fields with the tools and mindset needed to thrive during disruption,” said Shapiro. “The future belongs to those who are willing to pivot, adapt, and innovate.”
“Pivot or Die” underscores resilience, curiosity, assertiveness, and foresight in achieving success in one’s business and in personal life. Shapiro also advocates for smart fiscal policies, a return of the antitrust laws to consumer welfare, not protecting legacy businesses, immigration reforms, and enabling access to technology.
Praise for “Pivot or Die”:
“If there’s anyone with the experience and insight to talk about pivoting, it’s Gary Shapiro. CES has long been the place where businesses experiment and pivots start – and that’s largely thanks to Gary and the platform he’s created over more than thirty years. But
Pivot or Die isn’t just essential reading for fans of CES. It offers lessons for leaders and aspiring leaders across every industry, or even those who just want to make a change in their own lives.' —
ED BASTIAN, CEO, Delta Air Lines (from the foreword)
“Today’s leaders face an unprecedented barrage of new threats and opportunities. To survive and thrive, they must master ‘the pivot.’ Shapiro—who executed a perfect pivot when he took his massive CES show digital in 2021 and has watched countless technology leaders both succeed and fail at the task—offers an invaluable guide to this critical maneuver, which needs to be in every CEO’s toolbox.” —
ALAN MURRAY, former CEO, Fortune Media
“We are in a transformative era for our industry, with each day bringing new applications of technology that push the limits of what is possible. As the pace of innovation accelerates, it is essential for leaders to embrace a mindset of continuous learning and adaptability. Pivot or Die offers important insights for every leader on how constant reassessment and strategic pivots are crucial to successfully navigate this shifting landscape.” —
DR. LISA SU, CEO, AMD
“The United States has thrived as a global leader thanks to generations of entrepreneurs and innovators who weren’t afraid to pivot and try something new. In
Pivot or Die, Gary Shapiro offers a deep dive into the evolution of some of the technology that’s solving big global challenges – both in the U.S. and around the globe – and offers a candid assessment of what it will take for the United States to lead in developing technologies that will define our future.” —
SENATOR MARK WARNER, Virginia
For more information on "Pivot or Die" and to purchase the book, visit
CTA.tech.
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About Consumer Technology Association (CTA)®:
As North America’s largest technology trade association, CTA is the tech sector. Our members are the world’s leading innovators – from startups to global brands – helping support more than 18 million American jobs. CTA owns and produces CES
® – the most powerful tech event in the world. Find us at
CTA.tech. Follow us
@CTAtech.
About CES®:
CES is the most powerful tech event in the world – the proving ground for breakthrough technologies and global innovators. This is where the world's biggest brands do business and meet new partners, and the sharpest innovators hit the stage. Owned and produced by the Consumer Technology Association (CTA)
®, CES features every aspect of the tech sector. CES 2025 takes place Jan. 7-10, 2025, in Las Vegas. Learn more at
CES.tech and follow CES on
social.
