Pivot Or Die: Why Adaptability Is The Key To Survival In The Age Of AI

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As AI and quantum computing rewrite the rules of commerce, adaptability isn't just a nice-to-have quality—it's a necessity for survival. This is the core message of Gary Shapiro's new book, "Pivot or Die: How Leaders Thrive When Everything Changes." As the CEO of the Consumer Technology Association and a New York Times bestselling author, Shapiro has a front-row seat to the technological revolution reshaping our world. His insights offer a compelling roadmap for businesses navigating the choppy waters of change.

The Art And Challenges Of Pivoting

Shapiro defines pivoting as a "real change in direction" for a business. He emphasizes that pivoting goes beyond small-scale improvements or slow evolution. It involves making decisive, often dramatic changes in strategy or direction, either as a reaction to or in anticipation of significant market or technological shifts. Shapiro draws an analogy to sports, noting that just as athletes change direction swiftly and decisively in games, businesses must be prepared to alter their course rapidly when circumstances demand it.

But why is pivoting so crucial now? The answer lies in the unprecedented pace of technological change we're experiencing. From artificial intelligence and quantum computing to robotics and immersive technologies, the business landscape is evolving at breakneck speed. Companies that fail to adapt risk becoming obsolete almost overnight.

Despite the clear need for adaptability, many companies struggle to pivot effectively. Shapiro identifies several common obstacles. Success-induced complacency is a major culprit. "The challenge with success, in my view, is... You think you're so freaking smart when really you've been lucky in terms of your idea and your timing, and probably the work part of it is your execution," Shapiro observes. This overconfidence can blind leaders to the need for change. Organizational inertia is another challenge, as large companies often find it difficult to make quick, decisive changes due to bureaucracy and established processes. Fear of failure and short-term thinking also play roles, with the uncertainty associated with major changes potentially paralyzing decision-makers and leading to missed opportunities.

Pivots In Action: Lessons From The Winners And Losers

The business world offers numerous examples of both successful and failed pivots. Netflix's transformation from DVD rentals to streaming and content creation, Apple's expansion from computers to mobile devices, and Amazon's venture into cloud computing with AWS stand out as pivots that paid off handsomely. These companies built on their core strengths while boldly entering new markets. Shapiro points out that Netflix, in particular, has demonstrated a remarkable ability to pivot multiple times, each time taking calculated risks that aligned well with market trends and consumer demands.

On the flip side, Kodak's failure to embrace digital photography (despite inventing the technology), Microsoft's ill-fated foray into smartphones, and some automakers' overeager rush into electric vehicles serve as cautionary tales. These examples highlight what Shapiro calls the "pivot paradox" – the challenge of timing and execution. "Pivot too soon, and you might abandon a still-profitable business model. Pivot too late, and you might miss the market entirely," he explains. Successful pivots are often built on existing strengths, executed with conviction, and timed to coincide with emerging market trends. The key, according to Shapiro, is to "create a culture of constant evaluation and readiness to change. Companies need to be always looking ahead, always questioning their assumptions, and always ready to move when the time is right."

Strategies For Successful Pivoting

So, how can businesses overcome these challenges and master the art of the pivot? Shapiro offers several key strategies. First, he suggests embracing a startup mindset. Even large, established companies can benefit from adopting the agility and innovative spirit of startups. Shapiro suggests creating "skunkworks" teams—small, autonomous groups tasked with developing innovative ideas outside the constraints of the larger organization. "Steve Jobs figured it out," Shapiro notes. "He figured out that, you know, they're very successful with one category of product, and that's what they'd focus on. So he created skunkworks, and he kept them quiet."

Fostering a culture of innovation is equally important. Companies need to create an environment where new ideas are encouraged, and failure is seen as a learning opportunity. This involves not just tolerating risk-taking but actively rewarding it. Staying connected to the startup ecosystem is another crucial strategy. Shapiro emphasizes the importance of large companies engaging with startups through investments, partnerships, or acquisitions. This not only provides access to new technologies and ideas but also helps larger organizations stay nimble.

Successful pivoting doesn't mean abandoning your company's strengths. Instead, it's about leveraging those strengths in new ways. "I think the leader has to figure out what their core strength is and where they can go with that core strength and what opportunities there are in a changing world and environment they can pivot to," Shapiro advises.

The Future Of Pivoting In An AI-Driven World

Artificial intelligence, particularly generative AI, is poised to be a major driver of change in the coming years. Shapiro sees immense potential in combining AI with other emerging technologies: "Certainly, we've been talking about artificial intelligence for years and generative AI going forward … And the next thing we're spending a lot of time talking about in dedicating sessions to is quantum computing." The convergence of these technologies could lead to breakthroughs in fields like healthcare, where AI and quantum computing could accelerate drug discovery and personalized medicine.

As we look to the future, the only certainty is change. Shapiro encourages leaders to think long-term while remaining flexible: "Draw the chart for 5 or 10 years. Now, where things are going to be, which people are not very good at. I mean, our government's not good at it with a budget. We haven't been good at it with electricity usage or even how electric cars will be deployed. We're making decisions on the basis of short-term trends and ideas, and that's not healthy."

In this rapidly evolving landscape, the ability to pivot may well be the difference between thriving and merely surviving. As Shapiro's book title suggests, for many businesses, the choice may ultimately come down to "Pivot or Die." The message is clear: embrace change, stay curious, and be ready to pivot. In today's tech-driven world, adaptability isn't just an asset—it's a prerequisite for success.

About Bernard Marr

Bernard Marr is a world-renowned futurist, influencer and thought leader in the fields of business and technology, with a passion for using technology for the good of humanity. He is a best-selling author of over 20 books, writes a regular column for Forbes and advises and coaches many of the world’s best-known organisations.

He has a combined following of 4 million people across his social media channels and newsletters and was ranked by LinkedIn as one of the top 5 business influencers in the world. Bernard’s latest book is ‘Generative AI in Practice’.