Why being first is often overrated

When the founders of Kozmo offered one-hour delivery of anything, they rushed so fast they crashed. Their impossible promise burned $250 million before they learned the hard way that logistics cost too much and customers weren’t ready. Meanwhile, later entrants who waited built more reliable, profitable services. You don’t need to be first to dominate; you just need to be the best version of you. Some of the richest companies today—Google, Uber, Airbnb—watched early pioneers stumble and then improved on their models with sleeker designs and smarter pricing. By observing the pitfalls of first movers, late entrants can avoid false starts, capture market share without chaos, and deliver value on their terms. In fast-moving industries, patience is often the edge: it lets you cut costs, refine your product, and speak to needs that early adopters ignore.

Before racing ahead, pause long enough to study the pioneers—the ways they fell short and where customers felt let down. Then craft your launch with carefully timed improvements and quality enhancements. By entering when the market cues signal readiness, you’ll sidestep rookie mistakes, build trust, and set yourself up as the go-to choice once the dust settles.