rethinks

Rethinks is the third-person singular present tense form of the verb rethink, meaning to consider again and revise one's beliefs, decisions, or plans. It is used to describe the act of reconsidering in real time, often in response to new information or changing circumstances.

As a noun, rethinking denotes the process or practice of reconsideration; however, rethinks is not standard usage as a noun and is typically used only as a verb form.

The term is formed from the prefix re- meaning again, combined with think, and has become common in discussions of strategy, policy, and innovation to emphasize the value of revisiting assumptions. It is widely applied in business, government, design, and technology contexts to signal deliberate reassessment.

In practice, rethinking is used across fields to challenge existing norms, identify alternative approaches, and adapt plans to new data. For example, a company rethinks its product line to meet evolving consumer needs, and a city council rethinks its urban planning strategy after new traffic and demographic data become available.

See also rethink, reconsideration, and design thinking.