Positioning “better” rather than “first”

The single serve coffee makers market is a classic example of a space that was innovative and is now crowded. The Keurig, Tassimo, Nespresso, Verismo, Senseo etc. now account for more than a quarter of all money spent on coffee to drink at home in the US. However, you will not see a single of these brands claiming to be the first. First is great, but getting in and communicating why you are better is more important.