First or Second?

What is the name of the first person to walk on the moon?

Neil Armstrong, right?

What's the name of the second person to walk on the moon?

Not so easy to answer, is it?

With this in mind, which is better: first or second?

👇 These brands become first in their category and in the mind of the buyer:

• - Google (search)

• - Gore-Tex (waterproof fabric)

• - Jell-O (gelatin desserts)

• - Krazy Glue (super sticky glue)

• - Q-tips (cotton ear swabs)

• - Saran Wrap (plastic wrap)

• - Velcro (fastener strips)

• - Gatorade (sports drink)

Surprise! These are also the default generic names for their categories.

Nobody says, "Bing it." Instead, they say, "Google it."

How did this happen?

These brands categorically solved a unique problem and became the default leader.

So, are you the first in your category? Or are you competing in a category another brand is already first in?

Frequently Asked Questions

Why is it so hard to name the second person to walk on the moon compared to the first?

Because being first creates a lasting, singular association in memory, while being second, even in an equally impressive achievement, fades into the background by comparison.

What do brands like Google, Velcro, and Q-tips have in common?

They were first in their category and became so associated with it that their brand name turned into the generic term for the entire category itself, "Google it" instead of "search it."

How did these brands become the generic name for their entire product category?

By categorically solving a unique problem and becoming the default leader in that space, a position strong enough that the brand name eventually replaced the generic term altogether in everyday language.

Why does being first in a category matter more than simply being good within it?

Because being first creates a singular, lasting association in the buyer's mind, an advantage that being second or third, even with a comparable product, typically can't replicate no matter how strong the offering is.

What's the practical question worth asking about current market position?

Whether the business is genuinely first in its category, or competing within a category where another brand has already claimed that first, default position in the buyer's mind.