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Time to Market

After a vendor has claimed a market by being the first to offer needed functionality, there is little advantage to hurrying to market with something equivalent. You have already lost the time-to-market race, so no amount of raw speed can ever gain that position for you. However, it is quite possible to take leadership from the market pioneer with better design. Design makes your product desirable, and that will make your customers actively seek out your product instead of the competitor's, regardless of who got there first.

The company that first claimed the market had to make certain sacrifices to get there. Chances are that design was an early casualty. This makes that company quite vulnerable to design, even if it is not vulnerable to speed.


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