{"id":1343,"date":"2023-12-21T09:08:55","date_gmt":"2023-12-21T09:08:55","guid":{"rendered":"https:\/\/aidanmccullen.com\/?p=1343"},"modified":"2023-12-21T09:08:55","modified_gmt":"2023-12-21T09:08:55","slug":"the-second-mouse-gets-the-cheese-second-mover-advantage","status":"publish","type":"post","link":"https:\/\/aidanmccullen.com\/?p=1343","title":{"rendered":"The Second Mouse Gets The Cheese: Second Mover Advantage"},"content":{"rendered":"
\nWallpaper Flare\n

\u201cThe Early Bird May Catch the Worm, but the Second Mouse Gets the Cheese\u201d\u200a\u2014\u200aThe Second\u00a0Mouse<\/em><\/p>\n

In \u201cThink & Grow Rich\u201d, Napoleon Hill tells the story of R.U. Darby. One of the many caught by \u201cgold fever\u201d in the gold rush days, Darby headed west to dig and grow rich. After weeks of labour, he struck gold. He needed machinery to bring the ore to the surface. Quietly, he covered up the mine and told his relatives and a few neighbours of the \u2018strike\u2019. They raised funds for the needed machinery and had it shipped to the mine. The first car of ore was mined and sent to a smelter. The returns proved they had one of the richest mines in Colorado. A few more cars of that ore would clear the debts. Then would come the\u00a0profits.<\/p>\n

However, after the initial strike, the vein disappeared. Despite diligent efforts, the project failed and they decided to cut their losses and sold the machinery to a junk man for a few hundred dollars and returned home. The junk man contacted a mining engineer to examine the mine. The engineer reported that the project had failed because the owners were unfamiliar with fault lines. By his calculations, they would find a rich vein a mere three feet from where the Darbys had stopped drilling. The junk man took millions of dollars in ore from the mine because he knew enough to seek expert counsel before giving\u00a0up.<\/p>\n

Hill concludes, \u201cFailure is a trickster with a keen sense of irony and cunning. It takes great delight in tripping one when success is almost within\u00a0reach.\u201d<\/p>\n

I like to use this story to highlight something other than quitting too soon. In the realm of strategy and innovation, sometimes it can be better to be a follower than a pioneer. Sometimes, it is better to let the pioneers take the arrows. Sometimes, it is better to be the second mouse because the second mouse gets the\u00a0cheese.<\/p>\n

In the context of the second mouse, the concept of first-mover advantage is occasionally cited to elucidate the success of companies that establish themselves in a particular market ahead of others. These companies leverage their capability to introduce unique technology or acquire strategic resources before costs escalate, (theoretically) positioning themselves at the forefront.<\/p>\n

However, the perceived advantage of being the first mover doesn\u2019t always guarantee sustained success. Often, later entrants learn from the mistakes and successes of those who ventured into uncharted territory before them. The second mouse, leveraging insights gained from the initial trailblazers, can navigate the market more strategically, capitalising on the evolving landscape to potentially surpass the early entrants in the long\u00a0run.<\/p>\n

In this week\u2019s Thursday Thought, we look at two cases of the second mouse. In one case, the second mouse (GM) benefitted because the first mouse (Ford) clung to an outdated (mental) model. In the second case, the second mouse (Apple) allowed the first mouse to trigger the market, and once ready Apple claimed the\u00a0cheese.<\/p>\n

Mastering Change: How General Motors Outpaced the First Mouse,\u00a0Ford<\/h3>\n

\u201cDo not repeat the tactics which have gained you one victory, but let your methods be regulated by the infinite variety of circumstances.\u201d\u200a\u2014\u200aSun\u00a0Tzu<\/em><\/p>\n

In the late 1920s, as the U.S. economy soared to new heights, the automotive landscape echoed the sentiments of change. Consumers, thirsty for greater variety and a closed-body design (including a roof and another colour other than black), signalled a departure from the era dominated by Ford\u2019s Model\u00a0T.<\/p>\n

Seizing this opportunity, General Motors (GM) emerged as the second mouse poised to get the cheese. In 1924, Alfred Sloan Jr., GM\u2019s president, introduced a groundbreaking market strategy. He segmented the U.S. car market by price range and purpose, tailoring cars to different consumer needs. Meanwhile, the Ford Model T, once an undisputed leader, started losing ground as competitors surged ahead. Ford\u2019s single-minded focus on efficiency and minimising costs for the Model T turned out to be a remarkable success, and by 1921, the Ford Motor Company was responsible for over half of the passenger cars produced in the United States. However, the same single-mindedness that helped Ford to succeed also unravelled the master innovator.<\/p>\n

Ford\u2019s preoccupation with internal procedures rather than adapting to the changing market kept the innovator tethered to the past. Ford, like most companies, achieved greatness through creativity, agility and innovation. However, once successful, that flexibility was replaced by rigidity, rules and regulations.<\/p>\n

By the late 1920s, Ford found itself trailing, and GM claimed the largest market share. Despite launching new models like the Mustang, Maverick, and Pinto, Ford struggled to grasp what consumers truly desired in a car. GM\u2019s Sloan noted, \u201cThe old master has failed to master change.\u201d Ford, now positioned as a follower, consistently lagged in terms of the look and style of its\u00a0cars.<\/p>\n

The story of Ford echoes the tale of the first mouse, which, despite some successes, ultimately lost in head-to-head competition with GM. Even with attempts to introduce new models, Ford couldn\u2019t reclaim its former position and continued to follow the trends set by its innovative competitor. The lesson remains clear: to retain a position as the first mouse, leaders must keep abreast of market shifts, which often leads to sustained success in the ever-changing business landscape.<\/p>\n

Second Mouse by Design\u200a\u2014\u200aThe Apple Gets the\u00a0Cheese<\/h4>\n

Apple\u2019s reputation for innovation lies in letting others (first mice) pioneer, test and stumble with innovations (triggering the trap). Apple steps in after initial groundwork has been laid, expanding existing technologies, and utilising a blend of its powerful marketing, proprietary platforms, trusted brand and business-building prowess to command a substantial share of burgeoning markets. We often forget that the Apple II wasn\u2019t the inaugural personal computer<\/a>, the iPod wasn\u2019t the first MP3 player, the iPhone wasn\u2019t the first smartphone, the iPad wasn\u2019t the initial tablet, nor the Apple Watch the foremost connected wearable. In each instance, a different company defined the product and Apple waited until it understood the limitations of the original product, market or business model. Apple then released a refined product with enhanced features and introduced additional components like iTunes or an App Store that significantly enhanced the overall product. Such strategies further locked existing customers into the Apple ecosystem.<\/p>\n

This deliberate approach of strategic timing allowed Apple to catch up and innovate on existing products, demonstrating that being the second mouse often involves more than just technical improvements\u200a\u2014\u200ait requires a comprehensive enhancement of the user experience and ecosystem.<\/p>\n

In our series with Kaihan Krippendorff, Kaihan tells us the Apple strategy unfolds as\u00a0follows.<\/p>\n

Innovation Testing \/ Observation: Another company, the first mouse, tests out an innovation\u200a\u2014\u200asuch as the Kindle, Sony Reader, or Barnes & Noble\u2019s\u00a0Nook.
\nSlow Adoption: The innovation, though attractive, faces slow adoption. Customers may not fully understand it, or barriers in the overall system impede widespread acceptance.
\nInvesting in Change: The initial innovator invests in changing the system, influencing consumer behaviour, and initiating a shift that facilitates the innovation\u2019s success.
\nSystem Loosening: The system begins to loosen, and people start embracing the innovation as it gains traction.
\nApple\u2019s Strategic Entry: Apple, holding critical strategic assets, strategically enters the scene. Leveraging its marketing prowess and business acumen, Apple draws the wind from the initial innovator\u2019s sails and takes ownership of the innovation.<\/p>\n

The age-old adage \u201cThe Early Bird May Catch the Worm, but the Second Mouse Gets the Cheese\u201dserves as a poignant reminder that success often lies not just in being the first mover, but in strategic adaptation and innovation. The stories of General Motors surpassing Ford and Apple\u2019s deliberate approach to refinement underscore the importance of learning from pioneers, adapting to changing circumstances, and strategically entering the scene. The second mouse, armed with insights from those who ventured first, not only avoids pitfalls but also positions itself to seize the metaphorical cheese.<\/p>\n

Thanks for\u00a0Reading<\/p>\n

Join us for the penultimate episode of the Kaihan Krippendorff Collection available now.<\/p>\n

https:\/\/medium.com\/media\/7bc2703ed9bf22952622152ea1fc1558\/href<\/a><\/p>\n

The Second Mouse Gets The Cheese: Second Mover Advantage<\/a> was originally published in The Thursday Thought<\/a> on Medium, where people are continuing the conversation by highlighting and responding to this story.<\/p>\n<\/div>\n

The post The Second Mouse Gets The Cheese: Second Mover Advantage<\/a> appeared first on The Innovation Show<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"

Wallpaper Flare \u201cThe Early Bird May Catch the Worm, but the Second Mouse Gets the Cheese\u201d\u200a\u2014\u200aThe Second\u00a0Mouse In \u201cThink & Grow Rich\u201d, Napoleon Hill tells the story of R.U. Darby. One of the many caught by \u201cgold fever\u201d in the gold rush days, Darby headed west to dig and grow rich. After weeks of labour, […]<\/p>\n","protected":false},"author":0,"featured_media":1344,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1343","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\nThe Second Mouse Gets The Cheese: Second Mover Advantage - Aidan McCullen \u2013 Keynote Speaker Ireland | Innovation & Leadership Expert<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/aidanmccullen.com\/?p=1343\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Second Mouse Gets The Cheese: Second Mover Advantage - Aidan McCullen \u2013 Keynote Speaker Ireland | Innovation & Leadership Expert\" \/>\n<meta property=\"og:description\" content=\"Wallpaper Flare \u201cThe Early Bird May Catch the Worm, but the Second Mouse Gets the Cheese\u201d\u200a\u2014\u200aThe Second\u00a0Mouse In \u201cThink & Grow Rich\u201d, Napoleon Hill tells the story of R.U. 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Darby. One of the many caught by \u201cgold fever\u201d in the gold rush days, Darby headed west to dig and grow rich. 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Darby. One of the many caught by \u201cgold fever\u201d in the gold rush days, Darby headed west to dig and grow rich. 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