They aren't mutually exclusive.

First, strive to be, uh, first. 

Or, I suppose:

First. Strive to be first. 


If you are going into a venture with the intention of being your competition's kryptonite, you've already lost simply by limiting yourself. Look at Apple. The iPhone sparked a wave of 'iPhone Killers' according to competing marketing departments. And none of it sticks. Every new touch phone just wants to be an iPhone.


There is nothing that Apple knew how to do that Nokia, Motorola, etc. didn't. They took cell phones to a place they had never been before instead of making just another cell phone. They did it first and created the category. They decided against making an average phone for average people and created something that a lot of people still don't understand, but those that 'got it' stood in line over night to get their hands on one. That's incredible. Hence the outpouring of news coverage/free advertising.


I'm very down on the concept of 'selling' as a result. Your product is your sales force.
 


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