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.