The Second Company Into a Market Usually Wins (opens in new tab)

The simple version The company that invents a market spends years and enormous amounts of money teaching customers why the thing should exist. The second company walks in after that work is done and just has to be better. What the pioneer actually builds In the late 1990s, a company called Friendster launched and became the first social network to achieve real scale. Tens of millions of users. The founders had, with genuine effort and real money, convinced a large portion of the internet that...