When you introduce a new product to the market, you should ask yourself the question What category is this new product first in? If you can’t be first in a category, set up a new category you can be first in. One of the reasons why the first brand most often retains leadership is that its name becomes generic. It is easier to get into the mind first than later to try to convince everyone that your product is better than the one who is already the first. As proof, they cite the first law of marketing – the law of leadership, which sounds like It’s better to be first than it is to be better. Al Ries and Jack Trout believe this is a myth. There is an opinion that the main goal of marketing is to show prospects that your product/service is better than the competition. It’s better to be first than it is to be better.
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