Invent and introduce → new products faster that the competition. If you are the first, you get an edge over the competition because it's much easier to get into the mind of consumers and win a mindshare if you open a new door to a better life.

Being first comes from breaking rules and being fast. To be the first in a product or service category, create a new category and open a new range of opportunities. In your initial → marketing campaign, focus on the enthusiasts who are interested in what is new – the early adopters and the pragmatists will follow.