First mover advantage is great, except when it’s not. If your product is truly innovative, your biggest challenge is likely to be explaining what, exactly, your product is, what its benefits are, and why anyone should buy it.
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By Varju Luceno of Global Office Partners One-way, top-down communication does not work as well as in former days. Today, companies must create conversations with customers and deliver useful content at the moment their prospects, clients or constituents need it. Many firms will need to reinvent their marketing year-to-year. Marketers can’t push products on people. [...]
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