Gerard Tellis and Peter Golder, both professors of marketing, conducted ahistorical analysis of fifty consumer product categories (including diapers, fromwhich the Pampers versus Chux example was taken). Their results showed thatthe failure rate of “market pioneers” is an alarming 47 percent, while the meanmarket share they capture is only 10 percent. Far better than being first, Tellisand Golder concluded, is being what some have called a “fast second”: an agileimitator. Companies that capitalize on others’ innovations have “a minimalfailure rate” and “an average market share almost three times that of marketpioneers,” they found. In this category they include Timex, Gillette, and Ford,firms that are often recalled—wrongly—as being first in their field.