In today’s social media driven business world, it is no longer the brands or businesses that are first that win. Being an innovator is very important too but those that are the best in class quickly come out on top.
Look at the search engine market for instance. Google was not the first search engine but it left the others in the dust. Why? The creators of Google set out to make the world’s best possible search engine and they clearly succeeded as users left Yahoo, AOL, Excite and many other search engines behind. Google did not run large advertising campaigns in the early 2000s as it took dominant market share in internet search and became one of the planet’s most valuable companies.
Nope, first is no longer one of the 22 immutable laws of marketing. Best is better than first.