of the reinvention institute, also author of the book ten laws of career reinvention, essential survival schools for any economy. i love the name of your company, reinvention institute. >> thank you. >> one of the things you say is people need to create an annual reinvention plan, which for a company, let's say, is doing well, might be hard enough to sit back and say why not do this. >> the thing about it is, having a reinvention plan is like having insurance for your business. like shugar, one day he got a phone call and saw half his business disappeared. if he every year sat down and said what would i do if my primary business went away, he could have been prepared and launch something right away. >> it might give you the focus of seeing what you like about your business, another way of looking a your business. >> also beginning to lo at what area should you go into, coming