Overview
Sometimes, being first isn't the advantage it seems. Let others make the initial mistakes in a new market. Then, swoop in with a better product that addresses the shortcomings of the pioneers. Google wasn't the first search engine, but it was the best.
Company examples
- Lyft - Followed Uber in ride-sharing
- Anthropic - Launched after OpenAI, but is rapidly gaining superiority
- Zoom - Followed WebEx/GoToMeeting in video conferencing
Questions to consider
- - What are the newest categories? Who are the leaders in those categories?
- - What clues have they revelead into what it takes to win the category?
How to cite
Faster Than Normal. “Be a closer follower of a new category Framework.” fasterthannormal.co/business-frameworks/be-a-closer-follower-of-a-new-category. Accessed 2026.