January 2001
Beginner
213 pages
4h 8m
English
Content preview from Positioning: The Battle for Your MindBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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7Positioning of a follower
What works for a leader doesn’t necessarily work for a follower. Leaders can often cover a competitive move and retain their leadership.
But followers are not in the same position to benefit from a covering strategy. When a follower copies a leader, it’s not covering at all. It’s better described as a me-too response. (Usually phrased more diplomatically as “keeping in tune with the times.”)
Why products fail
Most products fail to achieve reasonable sales goals because the accent is on “better” rather than “speed.” That is, the No. 2 company thinks the road to success is to introduce a me-too product, only better.
It’s not enough to be better than the competitor. You must introduce your product before someone else has ...
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