CHAPTER 13
ON THE SHOULDERS OF GIANTS
… In which we consider the danger of pioneering and consider the benefits of slipstreaming behind the big boys.
THE WIND BENEATH MY WINGS
A nice little short cut you can take is to let someone else do some of the work. Large companies spend literally millions on product research, customer attitude surveys, and psychological marketing profiles – and because of that they tend to get things right … well, right by the time we get to see them, at any rate. So if you steal their ideas, you let them make the expensive mistakes.
If you feel nervous about stealing anything, don’t worry yourself because our clever friends in marketing can gallop to our aid. No, it’s not stealing any more, it’s benchmarking or slipstreaming. ...
