When was it last time that you have slow down your daily activity to understand your true position in the marketplace? Most of us are doing every day the same things, the same way and expect a different result. One of my biggest learning out of the last 25 years of experience in the industry is that a correct repositioning of your business according to market trends, customer's needs, portfolio availability, competition mapping can result in extracting the maximum add-on value to your business, to be reinvested in innovation, long term stability or simply in a portfolio repositioning. This is in few words what a well-conceived strategy should deliver and why you should consider having one.