Article
The Myth of First-Mover Advantage
ProductPlan Free Beginner
A clear summary of the Golder and Tellis research showing that pioneers failed far more often than fast followers who entered once the market was proven. It is the evidence based reality check against assuming that early always wins. Use it to hold your instinct to be first accountable to the data.
- Classic research found market pioneers failed far more often than fast followers.
- Fast followers learn from the pioneer's mistakes and enter at lower cost.
- Being first is a burden about as often as it is an advantage.
