We often have a tendency to believe that the first person to have an idea wins the race,gets to glory and reaps the benefits.But,in practice,this may not often be the case.
Lets examine a few cases:
CASE-1 : A visionary developer look at a swamp(permanently water logged land and partially forested) and imagines a luxurious resort.He drains the swamps and clears the land which takes a lot of time and costs a great deal of money.He has yet to turn a profit and his debt obligations are staggering.He is just about to dig the first foundation when his partners get tired of waiting and eventually pull the plug.
So the visionary developer,the person who had first conceived the idea,has no choice but to give up, and he is lucky if he recovers his debt.
CASE-2: Enter developer two,the second person to have the idea.He looks at the prospective resort and he no longer sees the swamp and virgin forest.He sees drained,cleared land that can be picked up at a reasonable price.So he buys the property.
But he has his own troubles.He has to put together a massive workforce to built the place.He has got to find water.He has got to bring in power and lay roads.All this is costing a lot of money and like the first fellow,has yet to make any profit.Lets say this second developer gets as far as printing up one of those glossy brochures with artistic impressions that make the half finished resort look like recreation of the garden of Eden.
You have got your palm trees,your golf course,your sunset view.Now a pretty hefty price tag has to be attached to those condominiums(Building apartment) for a couple of reasons: a big investment has to be recouped and developer is determined to position his property as exclusive and high-end real estate.But developer two meets unexpecred resistence on the marketing end.The buyers are not much eager to pay the hefty price for a half finished resort in a place they have never heared off.Months passes on and creditors start demanding their money and developer two also bails out.
CASE-3: Along comes developer three-the one who has sharp marketing acumen and is determined to cash in on idea of the new resort.He pays a forced-sale price for the already improved real estate.He inherit a situation where atleast some public awareness has already been created.
With the power of money he has not spent on clearing and draining,building and paving, he launched a massive marketing effort.He advertised,wooed the sort of prestigious guests who are certain to attract others.The chances are that he will do very well indeed.
THE UNDERLYING MESSAGE:THE ORIGINATOR OF AN EXCELLENT IDEA IS NOT GUARANTEED THE FRUITS OF HIS GENIUS,BUT A MARKETING EYE ALWAYS REAPS THE FRUIT.