Is it better to be first, or to be right? Companies and individuals rushing to be first often don't get it right, leaving whatever new market they have wide open for competitors to make improvements. Opportunities come from changes in products, customers, competition, technology, etc. Embrace change in business, and you'll be more likely to get it right more often, and that's more important than being first.

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. For more about Mr. Malmo - and to obtain a copy of his book of 110 two-minute business pearls - go to johnmalmo.com.