January 02, 2025

The Chris Voss Show Podcast – CES Show 2025, Gary Shapiro, CEO of CTA and His New Book: Pivot or Die: How Leaders Thrive When Everything Changes

37 minutes

CES Show 2025, Gary Shapiro, CEO of CTA and His New Book: Pivot or Die: How Leaders Thrive When Everything Changes

CES.tech

Amazon.com

From Gary Shapiro, New York Times bestselling author and head of CES and the Consumer Technology Association, a manifesto for today’s top executives, entrepreneurs, and leaders: pivot or die.

As CEO of the Consumer Technology Association ®, owner and producer of CES ®, Gary Shapiro has had a front row seat to the launch of nearly every recent major technology. He's seen tech companies rise and fall, and bankrupt entrepreneurs become billionaires. After more than four decades in the industry, he knows that leaders who make it in the tech world have one thing in common: they know how to pivot.

Drawing upon detailed case studies, economic theory, and personal experience,Pivot or Die offers a behind-the-scenes look at the development of innovative technology and business strategies. Along the way, Shapiro offers a "pivot" framework for leaders in technology and beyond to stay flexible and agile:

The startup pivot: how startups can shake up industries and maximize the advantage of new ideas

The forced pivot: adapting to the unforeseeable (or simply unforeseen) and meeting shifting consumer demands

The failure pivot: why failure can deliver better lessons than success and how to take those lessons forward

The success pivot: Beating the market by seizing opportunity and out-pivoting your competitors

In laying out each of these pivots, Shapiro shares unique lessons on how leaders can change minds and mindsets and steer their organizations to success in an increasingly competitive environment.

About the author

Gary Shapiro is president and CEO of the Consumer Technology Association (CTA)™, the U.S. trade association representing more than 2,200 consumer technology companies and which owns and produces CES® – The Global Stage for Innovation.

Shapiro directs a staff of about 200 employees and thousands of industry volunteers, leading his organization’s promotion of innovation as a national policy to spur the economy, create jobs and cut the deficit. CTA advocates for a lower deficit, skilled immigration, free trade and policies that support innovative new business models. CTA does not seek government funding for industry.

Shapiro authored CTA’s New York Times best-sellers, “Ninja Innovation: The Ten Killer Strategies of the World’s Most Successful Businesses” (HarperCollins, 2013) and “The Comeback: How Innovation will Restore the American Dream” (Beaufort, 2011). His upcoming book, "Ninja Future: Secrets to Success in the New World of Innovation" (HarperCollins, 2018), will be released December 31 and is available now for pre-order. Through these books and television appearances, and as a columnist whose more than 1,000 opinion pieces have appeared in publications such as The Wall Street Journal, The New York Times and The Washington Post, Shapiro has helped direct policymakers and business leaders on the importance of innovation in the U.S. economy. He is considered an “influencer” on LinkedIn and has more than 280,000 followers.

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By Chris Voss

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