Few business maxims are as widely known as first mover advantage, despite patchy evidence of its merits.
Rob Grant examines when marketers should bravely lead from the front and when it pays to sit in the slipstream.
Humans love to be first. It’s a seductive, hard-wired notion and the era of social media brings it the fore. Every minute, of every day, people claim bragging rights to everything. First to see the latest Hollywood blockbuster. Ownership of the newest smartphone ahead of their friends. The discovery of a new, exclusive, back
It’s no surprise then that so many businesses strive to be
leaders in their markets. Innovation is the cornerstone of
most strategic plans and there is an implicit understanding that being first is crucial. But is it?
Rob Grant is a freelance writer, specialising in travel, culture and business. He is a member of the Australian Society of Travel Writers and is based in San Francisco, California.