Are you an appetizer, side dish or main course?
Competitive marketing is like a great meal. The first to the market is the appetizer, setting the initial conversation for the rest of the industry. But the appetizer is quickly forgotten when the second course is served.
Following the appetizer are several vaguely memorable courses. These are companies chasing the innovator and trying to establish themselves with a message indistinguishable from the innovator.
But in the end, one company will differentiate and become the main course. They will control the conversation and how customers evaluate products within an industry.
Is your marketing establishing your company as a main course? Do you control the conversation or are you following the leader?
