Feature (Book): The 21 Laws of Immutable Marketing by Al Ries and Jack Trout
I love this book and believe in the "laws". The first one is a great one. From working on a startup, pioneering can be tough but you then own the "category".
Law # 1 -- Leadership
It’s always better to be first to market rather than
waiting to get to market with a better product.
There is always a significant first mover advantage in business,
but this is particularly true in marketing. Getting into the mind
first is always easier to achieve than convincing a prospect you
have a better product than the one that did get there first.
The reasons for this are:
1. There is a natural human tendency for people to stick with
what they’ve got.
2. The first brand to market generally has an opportunity to
become a generic term for that product category -- and
making it even harder for competitors to gain a foothold.
Despite that, most companies tend to pursue a ‘‘better product’’
style business strategy -- watching for evidence a market is
there and then trying to develop something better than their
competitors are presently offering.
A far more productive approach would be to spend more time
trying to develop an entirely new category altogether.
‘‘The basic issue in marketing is creating a category you can
be first in -- not in convincing people you have a better product.’’
- Al Ries and Jack Trout
http://www.ries.com/ for more…