1. THE LAW OF LEADERSHIP
It’s better to be first than it is to be better.
Create a category you can be first in.
It’s much easier to get into the mind first than to try to convince customers you have a better product than the one that did get there first.
First brands tend to retain their leadership [...]
Betsy Gelb, Demetra Andrews and Son K. Lam argue that while most managers would think long and hard before bringing to market a product that lacked patent protection and could be easily imitated, many invest in sales promotions that are easier to imitate than the simplest new product.
Others sign off on plans so generic that [...]
Business projects with very long time horizons – such as those involving product R&D, workplace design, and total compensation planning –- have to contend with a crucial question: What will be the needs, demands, and desires of consumers and employees decades from now?
If you think the answer is “Just more of the same,” you’re in [...]
Online advertising is entering a fourth phase of innovation. Each of the previous waves of online marketing innovation has directly influenced or informed the development of successive waves. Starting with banner ads ten years ago, the online economy has revolved around advertising.
While subscriber fees, government grants and private investment capital paid for the development of [...]
