This book investigates the core question of how companies can effectively position themselves and their products to thrive within rapidly evolving technological and consumer marketplaces. Regis McKenna, a veteran marketing consultant known for his work with Silicon Valley giants, leverages his extensive experience to argue that successful marketing requires a shift from traditional advertising toward a strategy of continuous innovation, market creation, and adaptive planning. He presents a framework that emphasizes the importance of understanding market shifts before they occur and maintaining organizational flexibility to respond to these changes.

Experts frequently cite this work as a foundational text for understanding the high-tech marketing landscape of the late 20th century. Readers often note that while the specific examples are dated, the underlying strategic principles remain highly applicable to modern business management.