Even if you are the first to market with the idea, you will still lose out to the competition if your product cannot create the necessary behavioral change. The first person or organization to try to capitalize on a secret can indeed have a first-mover advantage, crafting a competitive advantage derived from being the first to move into a market with a product. However, they can also experience a first-mover disadvantage if they make a lot of mistakes. Fast-followers can copy the first mover, learn from their mistakes, and then quickly surpass them, leaving the first mover ultimately
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