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I have developed a standard position about adopting and applying emerging developments in the marketing arena.  It’s a position borne through observation of incredibly smart “failures” and illogically lucky “successes” and it’s rooted in the maxim that “Timing is Everything.” 

I want to be third.

I could cite example after example of how my “Rule of the Third” has proven itself historically, from wars to commercial real estate development to technology to product introduction.

Here’s why it works: 

The Starter, an eager innovator, has no road map to follow.  The poor soul, with the great or not-so-great idea, is by definition ahead of demand…so unless he or she can sustain the thrust of the enterprise–independent of profit or gain–for a rather long period of time, it withers, dies and appears to fail.

Meanwhile, Second Sting, a keen observer, has recognized the potential of the innovative enterprise and rightly recognizes that its ultimate success hinges on drumming up sufficient demand and acceptance.  So, while slightly smoothing the rough edges from the initial efforts, Second String usually exhausts itself in the heavy lifting of “preparing the market.”

That’s when everything is ripe for Rule of the Third.  The innovation is refined.  Mistakes are recognized.  A little tweak here and there to make it better than ever.  And the market has just begun to clamor.  And you’re rested, ready and waiting. 

How sweet is that?

Maybe that’s why your Grandma always said…“third time’s charmed!”

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