Fast Second

The authors of this book begin with the observation that the greatest profit is rarely reaped by the inventors of an innovation, but rather by the players who manage to bring the new product to the mass market. They therefore propose many suggestions on how to win the mass market race.
The book is relatively short and makes pleasant reading. Another strong point is that the authors demonstrate their extensive knowledge by taking examples not only from the recent past (Internet, the Palm Pilot, etc.), but also from products that are now an integral part of our everyday lives (automobiles, disposable diapers, etc.).
The entire book is helpful. However, for a more rapid perusal, we advise readers to start with chapters 1, 3 and 5, respectively devoted to explaining the general principles of the book, analyzing the processes by which new markets are created, and suggesting practical tips to incite the market to converge around your company’s offering.