Wisdom From Wizards with Nitin Kartik
Sep 12, 2026 · 2 min · 5 segments
Would you rather pioneer a category early or dominate a proven market leader? That's the question we recently discussed with Geoff Rego, CEO at Hushly in Episode 380 of Wisdom From Wizards. Geoff’s…
Nitin KartikHostI think the first company in a category mostly wins in the press, right? It's the second or third or the fourth company that wins in the market.
And that's pretty simple to understand why, because That first company is spending years educating everyone about the problem and trying to figure out how to get over those obstacles or frictions or by the time the market wakes up, someone else shows up with better execution, okay? So the sweet part for me is when the problem is obvious, right? But the category isn't locked in yet.
And especially when you're a startup, you don't have that amount of funds to actually go and educate the market, right? So being first is very expensive.
So I'd rather be a pass follow up with better execution than being first trying to educate the market.
I think the first company in a category mostly wins in the press, right? It's the second or third or the fourth company that wins in the market.
And that's pretty simple to understand why, because That first company is spending years educating everyone about the problem and trying to figure out how to get over those obstacles or frictions or by the time the market wakes up, someone else shows up with better execution, okay? So the sweet part for me is when the problem is obvious, right? But the category isn't locked in yet.
And especially when you're a startup, you don't have that amount of funds to actually go and educate the market, right? So being first is very expensive.
So I'd rather be a pass follow up with better execution than being first trying to educate the market.
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