Novel C-C bond cleavage of secondary alcohols through Rh(III)-catalyzed beta-carbon elimination directed by a pyridinyl group is reported. A five-membered rhodacycle is proposed as a key intermediate, which undergoes further alkenylation with various olefins. This novel transformation shows high efficiency along with excellent selectivity in mild conditions. A wide range of functionalities are compatible. This study offers a new strategy to carry out C-C bond activation.