Why Being the First in a Category Trumps Being the Best

It’s a brisk morning, and two local bakeries open up on the same street. One spends months refining recipes, crafting a menu of every classic, then prints signs claiming, 'Best muffins in town.' Across the avenue, a smaller shop posts a simple banner: 'First sourdough-only bakery.' The first week, passersby glance at both windows, unsure who’s superior—but by month’s end, the sourdough shop is the talk of the community. People remember it, not just because it’s new, but because they immediately know what makes it distinct. Friends tell each other, 'Try the sourdough place—you won’t find anything else like it here.'

The other bakery, though excellent, ends up caught in comparison with all the usual suspects. Their best efforts at touting better taste or friendlier service struggle to stick as word-of-mouth naturally favors what’s first, not always what’s technically best. The new bakery’s regulars even start using its name as shorthand—someone texts her mom, 'Pick up some from the Sourdough.'

Social science calls this the 'primacy effect'—our brains more easily remember and trust the first information or experience compared to those that come after. This isn’t about mere novelty, but about actually carving out mental space as the go-to choice. In business, history, and everyday life, the name remembered first—and associated with a new category—becomes shorthand for value, making later competitors play perpetual catch-up.

Start by listing areas in your life or business where you notice under-served needs. Focus your energy on brainstorming unique ways you could fill one of those gaps—aim for positions where you could be genuinely first, even if it’s just for a specific group or region. Once you spot a niche, write a clear, memorable statement about your 'first-mover' advantage, and share it with friends or colleagues to see if it sparks excitement. Taking that step helps you punch through the noise—instead of joining the crowd, become the reference point others have to measure against. Don’t overthink being 'the best' when you could be 'the first.' Try it out in your next project.