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Summary: Will and Vision 
Review and Analysis of Tellis and Golder’s Book

The must-read summary of Gerard Tellis and Peter Golder’s book: ‘Will and Vision: How Latecomers Grow to Dominate Markets’.
This complete summary of the ideas from Gerard Tellis and Peter Golder’s book ‘Will and Vision’ raises an interesting question: “Is it better to be first to market with a new product or to delay getting to market until you have a better product?”. In their book, the authors explain how the answer to this question can be found by looking at current market and product category leaders – these tend to be the companies that best harness the five key drivers of long-term success, rather than those who seek a first-mover advantage. This summary demonstrates each of these drivers and why you should exploit them in order to gain lasting success.




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To learn more, read ‘Will and Vision’ and discover the key to harnessing long-term market leadership.