First : [adj.] "preceding all others in time, order, or importance". (Merriam-Webster)
Being first in the market is not as important as being number one in your category. For example, there is a big difference between being first and third in Google search results, as evidenced by companies like first-place Intel and second-place Advanced Micro. As of December 2009, Intel had earned $32.7 billion in revenue and had $13 billion in cash, whereas Advance Micro had $4.92 billion in revenue and $2.5 billion in cash. Also, consider the competition between Barack Obama and John McCain. Only a few points separated a name that has made history. Barack Obama was not first to the market. He actually came 30 years after his opponent and had much less experience. Yet he managed to win not just the number one spot, but the most powerful position in the world. Order and importance > time
So, quit compromising and being "reasonable". Get fighting, every minute, everyday.
You want to be on top when the market is great and take market share when it is not.
From If You're Not First, You're Last; New York Times Bestseller 2010.
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