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Please Consider the ‘Modified’ First Penguin Theory

Guinea Pig, Canary in the Mine, or First Penguin?

When new business or marketing opportunities present themselves, few people like being the first penguin to test the water and find out whether or not predators are lurking and it is safe to venture forth.

The Market Waits for No One

Waiting around to see what happens is never a good idea and usually bad for business. Either the ice melts under your feet or someone sneaks up on you from behind. Usually action is better than inaction – but it still makes sense to know what you’re getting into, and to share the effort (and risk).

Unlike penguins, ‘first in’ is usually considered a business advantage.

Use Cooperative Marketing and Crowd Sourcing.