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

The Myth of the First-Mover Advantage Ask most founders which position they’d prefer, and they’ll say first. Get there before anyone else, establish the brand, lock in customers, build a moat. The first-mover advantage is one of the most repeated ideas in business strategy, and it rests on a reasonable-sounding logic: early customers are loyal customers, early networks are powerful networks, and whoever writes the category name in the consumer’s mind tends to keep it. The problem is that the ...