Ever heard of John James Audubon? If not, then it’s probably safe to assume that birding isn’t among your hobbies. Are you interested in learning from the competition to build a superior product? If so, then you’re in good company.
John James Audubon combined his interests of art and birds to produce The Birds of America, which is known as the most extensive series of detailed illustrations of North American birds ever created. The image above is just one of hundreds contained in his massive work. Behind his triumph lies a mesmerizing story of a magnum opus that nearly never was.
Audubon’s life was filled with struggles and tales of overcoming misfortunes: disqualification from entering the French navy; an escape to the U.S. to avoid conscription into Napoleon’s army; a battle with yellow fever; a failed business venture; infestations of his farm that ruined 200 pieces of his original artwork; bankruptcy and debts; and time in jail.
Penniless upon his release from jail, Audubon decided to pursue his long-held dream of producing The Birds of America. His idea was met by numerous critics in the United States because Alexander Wilson had already published American Ornithology, which was considered to be comprehensive.
Even Henry Clay, then the Speaker of the House of Representatives, wrote Audubon, “Will it not be well for you, before you commit yourself to any great expense in the preparation and publication of your contemplated work, to ascertain the success which attended a similar undertaking of Mr. Wilson?”
Though many others would have given up, Audubon pressed on. He decided to create a better book than his competition by illustrating birds in action, drawing in situ, and launching his work to a new audience: Europeans who were newly fascinated in learning about the natural world of the United States. Ultimately, through decades of hard work and perseverance he completed his body of work in 1839, firmly establishing his legacy even to this day.
In business we refer to building a better product than the first market entry as second-mover advantage. Companies can learn from products that were created first and then use that intelligence to innovate on the original product and launch a superior version. There are countless examples of companies that have leveraged this second-mover strategy (Search: Yahoo to Google; Mobile: Motorola to Apple; Entertainment: Blockbuster to Netflix).
While the opportunities presented by second-mover advantage varies – including customer acquisition, brand strategy, customer experience, and product innovation – at Quantum Leap Insights we create custom research that helps clients leverage second-mover advantage opportunities for maximum impact.
Audubon’s astute understanding of his audience’s interests opened the door for his work to flourish in the marketplace, ultimately exceeding his competition in prominence. Similarly, custom research methods both illuminate unique opportunities and provide a roadmap to create the next big thing.
If you’ve got an idea for how to disrupt a market and need a strategic partner to differentiate your company from today’s primary-mover, give us a call. We’d love to talk with you about how we’ve helped other clients seize the competitive advantage.