Being first matters. 

Whether in the sporting or business world, being the leader, breaking new ground and crucially being seen to do so is paramount.

But do those in first always finish there? Or is this advantage short-lived and soon to be rendered obsolete by newcomers who build upon the foundations laid down by their predecessors?

This is where marketing comes in.

Seizing Advantage

The term ‘first-mover advantage’ has long been used to underline the benefits gained from acting first. 

In business terms this results in early market share and the ability to set prices as you can effectively create the standards and established norms within your industry. As a pioneer, you also benefit from strong brand recognition and awareness, capturing consumer attention, mindshare, and brand loyalty before competitors arise. 

Apple’s continued dominance of the smartphone market is a prime example of this as the firm successfully harnessed its pioneering position to great effect, entrenching itself in the public consciousness and utilising its early market-leading position to shape the industry and consumer habits.

In the sporting realm, the first-mover advantage is also felt as trailblazers gain the advantage in the learning curve, allowing them to further develop their game-changing skills, techniques or strategy and make improvements upon it earlier than those trying to emulate their success. This can be seen in many of sports' greatest athletes and teams from Pep Guardiola’s revolutionary football teams to Olympian Dick Fosbury who single-handedly changed an entire sport.

The first-mover advantage ultimately creates a head start in the race and allows those responsive enough to effectively set the rules of engagement and make it harder for competitors to catch up.

But is this enough to stay ahead?

Standing OUT

Everyone who knows sport has heard of the name Michael Jordan. The global icon and his partners at Nike dominate the basketball industry with their ‘Air Jordan’ brand. But they were not the first to step foot into the market. Originally Converse was the premium brand in the sport, followed by their European counterparts Adidas, dominating the market and setting the standard and expectations of consumers of what they should want and strive for. Then along came Nike and Jordan who flipped the game on its head.

Although not the first to enter the market the team created a series of their own ‘firsts’, revolutionising the market and upending the perceived norms to position themselves as stylish rebels who went against the grain.

The timing of Jordan’s meteoric rise to stardom of course played no small part in this commercial success, but equally as important were the efforts of Nike’s marketing campaigns in positioning the brand as the first of its kind. Leaning into controversy, Nike harnessed the attention garnered from the NBA fining Jordan for wearing his trademark shoes, using this to shape the narrative that the footwear didn’t conform and expressed individuality with its unique style, making its own rules. This proved a masterstroke and set a new benchmark in the industry that others are still trying to emulate. 

Leading The Conversation

As highlighted with Jordan, a key part of sustained success lies with marketing. It is only through understanding customer expectations and attitudes that you can begin to mould your proposition in a way that will enable you to stand out from the crowd. 

Indeed the key factor that seems to hold in pioneers who maintain their lead is their ability to lead the narrative and shape, through harnessing or subverting these expectations.

While there will always be those looking to emulate and build upon your success, leaders who effectively shape the conversation are able to keep the wind in their sails and build upon their initial advantage. Through impactful storytelling, it is possible to set yourself apart and create a key differentiator that can stand the test of time, but only if you understand your audience.

First Not Fastest

The age-old story of The Tortoise and The Hare is often used as a reminder that those who move fastest are not always the ones who finish first. But looking at it through another lens it is the inability of the hare to capitalise on its lead that led his steady competitor to seize victory.

Being quickest off the line is no guarantee of success in the longer race.

In business as in sports, sustained success comes for those who stay hungry, keep seeking to improve and are always looking to new horizons and creating ever-new firsts. This, coupled with a deep, evolving understanding of attitudes and expectations allows you forge the path ahead and is crucial to legacy and lasting fortune.

Being first does matter. But only if you know how to harness it.

GRM have been blessed to work with a host of leading businesses, events and athletes to create an array of pioneering spectacles. From creating the Tiree Wave Classic, to bringing Wiseman Dairies milk to Rockness Music Festival and supporting Sailor Conrad Colman to become the first man to sail around the world without burning a carbon footprint!

Interested in learning how we can support your next stand-out project? Get in touch today!