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lower one leadership its better to be first than it is to be better who was the second person to land on the moon we know Neil Armstrong was the first but no one cares about the second the leading brand in a category is generally the first in someones mind Apple was the first two smartphones and now dominates a category likewise coca-cola was the first in the color category and dominates cola sales law to the category if you cant be first in a category set up a new category you can be first in IBM was the first in computers but theyll made its way into the computer market by being the first to sell computers by phone they became a nine hundred million dollar company law 3 the mind the single most wasteful thing in marketing is to try to change your mind thats why its better to be first in the mind than to be first in the marketplace Xerox was the first in copiers they tried to get into computers by 25 years and two billion dollars later Xerox is no where in computers law for per
