When building your lead generation system, remember that the early bird gets the worm…and the first salesperson involved in the executive’s decision-making process likely gets the sale. It’s all about “first-mover advantage.” First-Mover Advantage Leads to Market Dominance The theory of “first-mover advantage” asserts that the company that is first to enter a market gains a substantial advantage over potential competitors. Think of eBay, for example, the first company to offer online auctions. They defined a new market space and became the leader. There are, of course, associated risks of a first-mover strategy. If you don’t meet market needs effectively, another company can seize your idea, perfect it, and commandeer “your” market.