This book investigates how organizations can effectively position themselves and their products to maintain market relevance during periods of economic and industrial instability. Regis McKenna, a veteran marketing consultant known for his work with Silicon Valley technology firms, utilizes his extensive experience in high-tech branding to propose a framework for adaptive market strategy. He argues that traditional marketing models are insufficient in volatile environments, advocating instead for a proactive approach that emphasizes continuous innovation and the creation of new market categories rather than mere competition within existing ones.

Industry professionals frequently cite this work as a foundational text for understanding the dynamics of high-tech marketing and corporate positioning. Experts highlight the author's practical, experience-based approach as a valuable resource for navigating the complexities of modern, fast-paced business environments.