Thirty years ago, Jack Trout and Al Ries wrote positioning; The Battle for Your Mind. It has been called one of the hundred best business books of all time.

while "Positioning" has become an important concept in business, its twin has been quietly residing in the original book, receiving little attention.

The twin's name is "Repositioning", and it's time for this concept to emerge. There are three reasons: competition, change, and crisis.