Brand Voyeurism: How Second-Movers and Drug-Users Can Rule 2011 and Beyond

Eric Tsytsylin

Eric Tsytsylin from Millward Brown Optimor gives the case for the second-mover strategy, arguing it's beneficial to gain inspiration from the experiences of other brands.

Brand Voyeurism: How Second-Movers and Drug-Users Can Rule 2011 and Beyond

Eric Tsytsylin Millward Brown Optimor

We are obsessed with being first-movers. In a world of constant creation and exchange, we long to be the first to develop a new technology, to introduce the latest fad, and to offer our opinion, especially when it is unsolicited. From birth, we are reared to believe that wisdom and satiety are reserved only for those men and birds who rise early.

But as Bismarck reminds us, patience, too, can reap rewards. It allows us to observe and learn from others’ missteps. It...

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