Pivoting as a Way of Life: A New Startup and Product Operating Model

by Joseph Hanna

Recognized by the 2024 Goody Business Book Awards in three

🏆 WINNER - Business Innovation
🏆 WINNER - Technology Gamechanger
⭐ FINALIST - Business Disruptor

And ... 🏆 WINNER - Top Impact Author

Pivoting as a Way of Stop Chasing Unicorns and Product-Market Fit is a game-changing guide for entrepreneurs, product managers, and innovators who want to thrive in today's fast-paced business environment.

This book challenges the conventional wisdom of product-market fit as a static, one-time milestone. It introduces a dynamic new framework—the Pivoting Life Operating Model (PLOM)—emphasizing continuous innovation and adaptability.

Through engaging storytelling and real-world examples, Hanna explores why traditional product management and entrepreneurship approaches often fall short. He argues that the secret to long-term success lies not in finding a mythical "perfect" fit but in developing the agility to pivot quickly and effectively in response to changing market conditions.

Using analogies from popular films, sports, and philosophy, the author makes complex concepts accessible and entertaining, demonstrating how to build a culture that embraces change and fosters continuous improvement.

Readers will discover practical strategies and tools

Identify the right moments and methods to pivot while maintaining core goals.Use metrics-driven decision-making to enhance product strategy and management.Leverage Al and data products to stay ahead of the competition.Overcome common pitfalls that stifle innovation and lead to stagnation.Apply the operating model's innovative frameworks to data products and technology-enabled services.The PLOM operating model is the product manager’s equivalent of SCRUM for engineering. It defines a scalable, repeatable, and measurable framework with defined roles, responsibilities, processes, tools, and success metrics for the innovation process.

Ideal for startup founders, corporate executives, product teams, and anyone involved in scaling products, this book provides an exciting roadmap to mastering the art of pivoting. Each chapter is packed with actionable insights, metrics, and frameworks to help you build a resilient and forward-thinking organization.

Whether you're looking to innovate within your current market, enter new markets, or revolutionize your entire business model, "Pivoting as a Way of Life" is your essential guide to achieving sustained growth and success.

328 pages, Kindle Edition

Published September 17, 2024

Reviews

[Meghan · Rating 5 out of 5]

Joseph Hanna’s Pivoting as a Way of Life: A New Startup and Product Operating Model is a groundbreaking guide that redefines how startups and product teams approach agility, innovation, and resilience. This book is a five-star read for entrepreneurs, product leaders, and anyone navigating the fast-paced world of modern business.

Hanna offers a comprehensive operating model that encourages organizations to embrace pivoting not as a reaction to failure but as a proactive strategy for growth and success. His insights are backed by real-world examples, popular movie analogies such as Moneyball and Schitt’s Creek, and practical, scalable, and applicable frameworks across industries. From rethinking traditional product roadmaps to fostering a culture of adaptability, Hanna provides tools that empower teams to stay ahead in a competitive landscape.

What makes this book stand out is its balance of theory and practice. Hanna dives deep into the mechanics of pivoting, yet his writing remains accessible and engaging. The book challenges readers to shift their mindset, emphasizing that adaptability is a survival skill and a pathway to innovation.

Hanna’s years of experience shine through every chapter, and his passion for helping businesses thrive is evident. The anecdotes and case studies offer inspiration and clarity, showing how the principles outlined can be implemented successfully.

Pivoting as a Way of Life is an indispensable resource if you’re looking for a book that reimagines what it means to lead and innovate in uncertain times. It’s a must-read for forward-thinking leaders.

[CarlitasFox · Rating 5 out of 5]

An essential and useful guide
Joseph Hanna has penned a complete and useful book ideal for business people. In “Pivoting as a way of life” he includes a variety of strategies to implement before setting up a business and also techniques to make it last and thrive.
Every chapter deals with a particular step that is necessary to apply in the market. The explanations are accompanied by examples and graphics that make the picture more understandable.
What I liked the most about this book is the analogies from popular films that the author uses to explain complex terms. So, there’s no room for doubts if you carefully read this book. There are techniques, pieces of advice, tools that for sure will open doors for success and growth, that's why I recommend it without a doubt.

[Literary Reviewer · Rating 5 out of 5]

Pivoting as a Way of Life is a captivating guide to navigating the unpredictable waters of entrepreneurship and product management. Joseph Hanna, with Christy Petrosso, crafts a compelling book that combines actionable strategies with entertaining analogies, from movies like Inception to tech history lessons. The book introduces the “Pivoting Life Operating Model” (PLOM), a framework for continuous innovation, adaptability, and resilience in an ever-changing market landscape.

I enjoyed the book’s relentless focus on breaking the myth of product-market fit. Hanna makes a bold claim: chasing the perfect product-market equilibrium is like chasing a mirage. I appreciated how the author used relatable metaphors, such as comparing the journey to climbing mountains, where each peak reached only reveals taller summits beyond. It’s a perspective shift that every entrepreneur should consider.

Another highlight is the chapter inspired by Schitt’s Creek, which brilliantly frames the art and science of pivoting. Hanna’s discussion on when to pivot, backed by clear steps like measuring costs and assessing timing, feels empowering rather than daunting. His example of how startups like Netflix successfully pivoted to streaming showcases how adaptability trumps rigid plans. This part resonated with me, as it reframes failures as stepping stones to growth.

The book’s strongest chapter, in my opinion, is “Moneyball.” Here, Hanna dismantles traditional metrics and introduces his innovative lifecycle velocity and conversion ratio metrics. These concepts challenge readers to rethink how success is measured, focusing on speed and adaptability over static milestones. The integration of AI into product management, as discussed in the “Minority Report” chapter, is both timely and provocative. Hanna’s predictions about AI taking over a third of traditional product management roles gave me pause, forcing me to reflect on my own readiness for this technological shift.

Pivoting as a Way of Life is a treasure trove for entrepreneurs, product managers, and even corporate executives. It’s packed with practical advice, engaging storytelling, and a philosophy that encourages embracing change. If you’re stuck in old paradigms or just starting your innovation journey, this book will shake things up and set you on a new path.

[Liz · Rating 5 out of 5]

2025 is presented as a window of opportunities for entrepreneurs seeking to innovate and grow in a challenging context, but full of possibilities. In a global scenario where technology and sustainability lead the change, specialists maintain that the key will be to identify strategic sectors and adapt business models to respond to market demands and technological transformations. That's why author Hanna shares all his experience in the world of leadership to help entrepreneurs, product managers, and innovators who want to thrive in today's fast-paced business environment. Through experiences and storytelling, Hanna presents the Pivoting Life Operating Model (PLOM), which emphasizes continuous innovation and adaptability, and explains why product management and entrepreneurship models are often no longer viable.
He further argues that the secret to long-term success lies not in finding a mythical "perfect" fit but in developing the agility to pivot quickly and effectively in response to changing market conditions.
According to this author entrepreneurs who wish to position themselves in the various sectors must have a clear vision of the impact they want to generate, both in the economic and social spheres. The key will be to combine innovation and sustainability, understanding the demands of a constantly evolving market. Regarding this point I would like to highlight that the explanations and statements made by this author seemed very sensible and focused to me. Their position privileges the well-being of entrepreneurs and managers, but without stopping to think about everyone else who makes up the system.
To conclude, I believe that this book is the right one for all those who are part of the world of entrepreneurship, since the tools provided by the author Hanna are accurate. Additionally, this book will help entrepreneurs identify the right times and methods to pivot while maintaining core objectives. Certainly a book to recommend that is why I am giving it 5 stars!

[Brenda · Rating 5 out of 5]

It felt like a fresh take on handling innovation and business strategies in a very unconventional way, a very different approach as the usual startup advice, so I liked that a lot.
The book has a really cool concept for business that can translate to life and I think is key to surviving in business, staying flexible and constantly adapting to change. That's the whole concept of the book, a very interesting and very clever one. I love reading books about this related startup because I used to read about working hard to be the first to do something, but at the end being flexible is the characteristic everyone should be working on.
The model that the book introduces, is quite interesting, basically helps business shift if necessary but staying focused and working on the goals. Sounds easy to do, but in real life takes a lot of work, so it is nice to read more about this.
The author did a great job with the simple vocabulary and using relatable scenarios to explain certain things. It made me engage more with the book, and also felt like the author experienced a lot of the things that the book explores.
Personally, I think this is a very good book. It has a lot of good things to say about it. For example, that is a read that everyone can understand and follow. Whether the reader is working in management, or running a startup or someone in the business curious about ways to improve.
To conclude, If you are a reader a bit tired about constantly reading the same thing in the business area, this one's for you. It helps embrace change, make smart pivots and build something that lasts. Great informative book for sure!

[Eric F · Rating 5 out of 5]

I recently read Pivoting as a Way of Life by Joseph Hanna, and it really opened my eyes to how important flexibility is in business today. The book focuses on the idea that businesses, especially startups, need to be ready to pivot, whether that means changing strategies, products, or even their whole business model when things aren’t working out.
One of the key takeaways for me was that pivoting isn’t a failure, it’s actually a sign that you’re learning and adapting. What stood out was the emphasis on creating a culture where adaptability and experimentation are part of the company’s DNA. It’s about encouraging learning from failures and using them to drive growth.

Overall, Pivoting as a Way of Life is a fantastic guide for entrepreneurs and anyone involved in product development. It’s a solid reminder that being able to adapt and change is essential for success in today’s constantly changing business world.

[Steven Finkelstein · Rating 5 out of 5]

There’s no denying that today’s business market is faster paced than ever before. There is new innovation seemingly every day in many different niches. It’s an exciting time for individuals with ideas for businesses and products. However, the speed with which everything moves can also be daunting.

This book is written to help individuals who are trying to go through the process of starting with an idea and then moving through the development stages to the point where it becomes a fully functioning company. There are many helpful hints and tips in these pages. What’s perhaps best about this guide, though, is that the advice the author gives can be applied to so many different niches and industries. Anyone who reads it should gain a lot of confidence and insight as they start moving toward profitability.

[Maps R · Rating 5 out of 5]

The pace in the business industry nowadays is getting faster, and sometimes, especially as entrepreneurs, we don’t know what to do. This book will help you catch up with the pace, and Hanna will be your pacer on this journey. One of the key points of the book is being open to change, rethinking, and adapting. The authors emphasize the importance of finding new solutions. The industry is moving fast; it is changing, and traditional approaches are not going to work. The good news is that the book will provide both theory and practice. The examples are grounded in real-world situations, and you will also have room to implement your solutions. It is time to change our mindsets, take courage, and be open to transforming our approach to business situations. This book will be your navigation guide on that odyssey.

[Gianfranco · Rating 5 out of 5]

A new but very interesting concept

I was not really familiar with the concept of product-market fit, but I am learning about this world and every day and with extraordinary speed I am getting very pleasant surprises. It has made me think about how often we cling to ideas or products that are no longer relevant, instead of adapting and changing, because in reality the market is extremely dynamic and the consumer in general is also not only constantly changing but also many have learned to inform themselves more. It is then where this book becomes so relevant, because innovation is the milestone of success and that is why it shows us the need to look for new tools, disruptive and attractive elements. I really love the fact that, apart from everything else, it brings to the table the conversation of introducing AI in this discourse, as it is inevitable and something that is important.

[Rodrigo J · Rating 5 out of 5]

Good guide

I found this book very interesting, especially for anyone looking to enter the world of constant change and adaptability in startups and product development. It emphasizes that companies must be willing to make necessary adjustments to their approach, business model, and products in order to stay aligned with their customers' evolving needs.

The main takeaway from this book is that we should not let obstacles or failures hold us back. On the contrary, we should view them as valuable opportunities for growth and continuous improvement. This mindset helps companies adapt to constant change, which can ultimately be the key difference between success and failure. It should be an integral part of any company's overall strategy for long-term success

[Aneley Sánchez · Rating 5 out of 5]

Constantly innovate.

Unlike many business books, this one has a different and disruptive discourse. It doesn't talk about the right balance or ideal combination, but it proposes a perspective in which the key is to have the capacity to quickly change course and adapt to new circumstances.
Joseph Hanna, the author of Pivoting as a Way of Life, proposes a new model to analyze the market. The book is really interesting, and it is easy to understand because it combines abstract theories with real experiences and useful analogies that simplify the concepts. I think it can be the necessary read to many leaders and entrepreneurs who are seeking to improve their work. It is full of ideas, tips and information. Great work!

[Almiria · Rating 5 out of 5]

Pivoting as a Way of Life by Joseph Hanna is an interesting business and entrepreneurship book that changes the perspective on how to approach product-market fit. The book advocates for a more fluid approach with their Pivoting Life Operating Model (PLOM), which makes complete sense to me in a business and societal landscape that is changing as quickly as ours is. The author does a great job of explaining concepts in simple, accessible terms and making practical suggestions for successfully implementing the PLOM strategy that the book teaches. I highly recommend this book to anyone who has any involvement with product development, whether you are a small business entrepreneur or involved in a product management team.

[Marina Lujan · Rating 5 out of 5]

I've always considered achieving product-market fit as a milestone. But this book made me change that view completely. Hanna poses a much more dynamic and realistic idea: it's not about finding a single correct answer but about developing the ability to constantly adapt.
What I liked most was how the author uses real-world examples and references from movies and sports to make complex concepts easy to understand. One of the points I take away most from this reading is the importance of metrics-based decision-making.

I will definitely apply some of the tools he proposes to identify when and how to pivot without losing sight of the central objectives. In short, this book challenged me, gave me new perspectives, and left me wanting to implement what I learned. It's worth reading.

[L Becerra · Rating 5 out of 5]

A must-read!

If you’re thinking about starting a new business or you have a great idea but aren’t sure how to develop it in the best way, this book is definitely for you. In it, you’ll find how Joseph Hanna approaches these topics in a very dynamic and helpful way: through storytelling, bringing TV shows and films into the conversation, as well as using analogies from sports and philosophy.
Besides these topics and approaches, this book is engaging because Hanna uses a fluid and colloquial vocabulary, making it feel more personal and closer to the reader. Highly efficient and recommended.
Undoubtedly, this book is a must-have guide to help boost your business and give it the push needed to succeed as an entrepreneur.

[Camilo · Rating 5 out of 5]

I found this Book simply amazing! It is too enriching for anyone who wants to enhance their professional life regardless of whether or not they are linked to a start up. This book, which really seems like a very easy to understand guide For all people who want to be more effective in their decisions. This book gives great advice on how to make the daily work and business strategies, growth and innovation a true ally of the organization. The language is enveloping and very forceful which makes the reader from the first contact with the book feel a motivation to have immediate changes in their professional life. Undoubtedly a great book, highly recommended! A personal investment with a very high ROI!

[Carlos Romero · Rating 5 out of 5]

What I can say after reading this book is that you’ll always need to see everything from another perspective, and this is what Joseph Hanna and Dr. Petrosso have made with this book, that more than a book is a transformative guide for businesses. What I liked the most about this book is the Pivoting Life Operating Model (PLOM), which is a framework that will help any organization to foster innovation and adaptability to new markets. What I learned and like about this model is that it is based on perpetual iteration, changing the perspective that every company always needs a “product-market fit”. Through the book the authors give a lot of useful information: Ten frameworks, five pivoting disciplines, and fifty metrics that are helping me and every entrepreneur who reads it to stay ahead.

[Chico's Mom · Rating 4 out of 5]

This book can be a good resource for a company's management team. Through metrics-driven decision-making, the management team will likely build a brand or a product that continues to grow and improve without dying down. The author has a creative way of how an organization works that can easily be understood but still has depth and passion, like basketball. And being able to reference pop culture is a plus for me as I watch those shows and enjoy them very much, and I can easily say, " Oh, so that's what he means by that." It is a practical manual on the art of business that will help entrepreneurs or managers understand or devise a plan to thrive in the world of unpredictable markets.

[S Tyty · Rating 5 out of 5]

As its title suggests, author Hanna challenges the traditional idea of product-market and it challenges it by introducing a model called the Pivoting Life Operating Model (PLOM), which puts a lot of emphasis on innovation and, the most important thing, on adaptability.
The book offers us a proper guide backed up with images and colorful graphs; something I found really useful, and he invites us to start developing and, in the end, be able to achieve sustained growth in a fast-paced AI-driven business landscape.
I guess this would be a great present for any adult reader eager and ready to expand beyond their current, and maybe static, position.

[Margarita Garcia · Rating 5 out of 5]

If you are an entrepreneur or a product manager, looking for a strategy that helps you to succeed, and keep innovating, this is the book for you. ''Pivoting as a Way of Life'' is a guide that shows you how you can transform your product with creativity, metrics, and data. Here you will find ten frameworks that will be the base of your work. I would like to highlight about this book how easy it is to read and put into practice. That makes it understandable for everyone who wants to learn how to transform a product. This book is a useful tool that you can take advantage of. I highly recommend it.

[Fanny Polchlopek · Rating 5 out of 5]

Marketing is crazy

This topic is very fascinating to me, although I am a lawyer and I am retired, I have always loved business and sales and well for that you need a lot of creativity. This book has blown my mind, of course, it brings up many terms that I had never heard in my life, but that's what it's all about, to understand much better the technicalities of this spectacular world and make them a tool. The message that I take with me is that in short we have to innovate, look for new ways to attract our consumers, be the nucleus that attracts them and use technologies as the best ally for all those goals we have as entrepreneurs.

[Yolanda Gomez · Rating 4 out of 5]

What an incredible and interesting book, it helped me so much to understand how I should manage the product issue in my company and all those new challenges that we will face day by day. I love books that, besides being a guide, tell a real life story, showing the applicability of each one of the tips and advice that the author exposes in the reading. I love this approach because it is realistic, one must be aware that everything changes in the industries in a fast way and we must be adaptable to this change with our processes and products. Highly recommended, it is a very clear book that will help you to improve your company.

[AMR CAMI · Rating 5 out of 5]

Business is a deep and hard field to success. Throughout many personal experiences I have discovered that the financial strategies used in your business affect in the way that this one succeeds or not. I really wanted a book that focused on our present and changing world, one that creates new financial strategies daily. I really loved this book, because apart from focusing on that part that I just mentioned, it ended up being credible to his insights, because of its amazing author. This book was even recognized by the Goody Business Book Awards, making it one of the best ones on its field, and the reason why you should read it.

[Ivan M · Rating 5 out of 5]

Joseph Hanna writes with passion and determination about a new way of looking at business: The pivoting life operating model. This new model focuses primarily on adaptability, perfect for new startups who haven´t found their preferred ground yet and want to stay updated and competitive.

It was a productive read, as a team leader I'm constantly looking for ways of improvement, and I think Hanna presented a significant model that excels in originality, presenting new ideas that englobe the latest technology advances such as the use of AI, for example.

Overall, a recommended read for entrepreneurs and small business owners, this read creates a real opportunity for change and growth.

[Mia C. · Rating 5 out of 5]

This book is a great guide for anyone working in startups or product management. Joseph Hanna explains why businesses should always be ready to pivot instead of waiting for a perfect market fit. I liked how he used real-life examples and storytelling to make complex ideas easy to understand. I think that the Pivoting Life Operating Model is a fresh way to think about innovation, and the book offers clear steps to apply it. If you want to stay ahead in business, this book is a great resource. Recommended!

[Carlos Perea · Rating 5 out of 5]

The book challenges the traditional idea of product-market fit and introduces a fresh approach—continuous pivoting. Instead of chasing a perfect market fit, Hanna encourages adaptability and innovation.
The writing is engaging and full of real-world examples. The use of analogies from movies, sports, and philosophy makes complex ideas easy to understand.
Pivoting as a Way of Life is an inspiring and insightful guide for anyone looking to navigate today’s fast-changing business world.

[Joe Nuttapong · Rating 3 out of 5]

Only good in the first 20% of the book explaining product-market fit concept. The rest are too fantasized and heavily focused on Tech & AI.