The book trailer · 02:04

Eat. Shift.
Or Die.

Full spoken transcript. Publication: 22 September 2026.

The new analyst asks AI a question it took you fifteen years to learn how to answer. Forty seconds later, the reply arrives. It's good. You're still deciding how you feel about that.

The story goes back to 1979, when a boy met ELIZA. The computer asked him a question. It seemed to be talking back, and he was fascinated.

The container was just a box. The world had to reorganise around it. AI is the same kind of arrival. What has to reorganise around you?

This book draws on decades spent as the disruptor, the disrupted, or the person hired to help everyone adapt.

Eat. To take in what the world is actually telling you, especially when it is inconvenient, unfamiliar or badly timed.

Shift. To change position, practice or identity before the old one fails completely.

Or die. For an organisation, profession or way of working, to lose relevance, agency or viability while still insisting nothing fundamental has changed.

It is a sequence, and the order matters.

Eat. Shift. Or Die.

This isn't another book about writing a better prompt or getting rich with AI. It's about what AI means for your organisation, your work and you.

Visual description

The trailer begins silently on textured aubergine paper. Folded paper reveals each title word in turn: parchment EAT, outlined SHIFT, and orange OR DIE. A young analyst types at a laptop while an older colleague watches the answer arrive. A paper calendar flips backwards from 2026 to 1979, slowing as it approaches a boy at a computer. The boy types and leans towards the screen, followed by ELIZA’s green-screen question. A shipping container lands and paper roads, railway tracks and warehouses unfold around it. Paper office partitions turn as people pass work between desks. An older worker packs his desk, lifts a box and leaves. Layered paper mechanisms move beneath the definitions of Eat, Shift and Or Die. Text cards establish the sequence, distinguish the book from prompt-writing and get-rich advice, and introduce its focus on your organisation, your work and you. The closing card shows the book cover, Phil Gray’s name, 22 September 2026 and eatshiftdie.com. The narration is accompanied by the sound of calendar pages during the backward transition; there is no music.

The film uses illustrated scenes. It is not documentary footage.