[One of the basic tenets of marketing is “find a need and fill it.” Another tenet is find a need that is already being full-filled and improve on the offering.
The classic recent example of the latter activity is Apple. Apple did not invent the MP3 player, they invented the iPod, which became the definitive product choice in the MP3 category. Apple did not invent the smart phone, they invented the iPhone, which has become “the” smart phone. Apple did not invent the e-reader, they invented the i-Pad, which is quickly becoming another one of the many follow on success stories produced by Apple.
Challenger brands realize that being the first to market is not the only path to success. Challenger brands, regardless of their size, realize that being best to market is ultimately of far greater significance. Challenger brands strive for perfection from the onset but also understand the art of perfecting. Are you a challenger brand?