1. Whoever is first in the field and awaits the coming of the enemy, will be fresh for the fight; whoever is second in the field and has to hasten to battle, will arrive exhausted.


Sun Tzu

The side that is able to choose the time and place of battle will have an advantage over the side that is forced to react to their opponent’s actions. By being the first to take up a position on the battlefield, a military commander can conserve their forces and be ready for battle when the enemy arrives. In contrast, the side that is forced to rush to the battlefield will be tired and potentially disorganized, giving their opponent a significant advantage.

Whoever is first to enter a market and awaits the competition, will be well established and funded; whoever is second to market, will arrive disadvantaged.

The first company to enter a market will have a strategic advantage over competitors because it will have time to establish itself and secure funding. In contrast, the second company to enter the market will face challenges because it will not have the same opportunity to establish itself and will be entering a market where there is already competition. This can put the second company at a disadvantage.