In today’s ever-competitive world, a market leader and market follower distribution are 20%, 80% towards followers. The followers try to look at the market trends of companies and analyze their next moves based on traditional sales trends, competition, new products movers, and product availability. Leaders look at the market holistically, perform in-depth market analysis, and focus on unmet patient needs. It takes some maturity, experience, and expertise to draw a meaningful conclusion; nevertheless, it pays off.

Participating in the mice game, where you play the me-two match, can only bring you glory if you are very fast and efficient in what you do. The product life cycle (PLC), which one can expect, will be relatively short since other competitors already detect and follow the trend but were slower to react. While you analyze the TAM and jump to the SAM, you end up with SOM. That path follows the assumption that you are looking only to have a piece of the pie rather than creating it. Followers tend to lay on safe, proven trends that were practice years before, relying on the available traditional data that stream to them and their partners in a precedent fashion. One could argue that if all companies and personal rely on the same data with the same methods, where is the company’s unique competitive advantage. That’s precisely the followers’ kingdom, predictable, with minor deviation working on agility within the known boundaries.

New companies will have difficulties shining in this ever-ending competitive environment since economies of scale and size will always play a significant role. Hence, I would encourage SME companies, but not only, to embrace the leaders’ approach. Looking at the market holistically, where patient unmet medical needs are in front of you, taking the patient journey from the front seat can reveal trap gems in a known market. The findings could lead to a new blue ocean TAM that was never revealed, differentiating the company from the wolfpack and positioning the company as a market leader. An opportunistic approach will support those bold moves accompanied by investment and a longer journey.

Nevertheless, I am optimistic that the market, especially the patient, won’t be late to vote with their legs to back up the proposed viable solution. Generation Y and Z like to investigate and to be different from others. A company needs to start and stream to the discussed population by providing them a tailor-made solution to their ongoing problems and not offering them me2 products at affordable prices. The generic world will be affected significantly by the behavioral generation trends, where the patients will prefer combination products and adequate dosages to increase adherence and compliance. Patients’ preferences will rely on a more social solution presented in a trendy manner.

Drug devices that connect with your phone and social communication with your caregivers or friends will take the lead. Moreover, to be a leader means to have a visionary approach, which might be challenging. Nonetheless, If the analysis was done adequately, I’m optimistic that the rewards won’t be late to come. One can argue that the solution relies on the mixture of the two. I would advise that he is probably correct if the company doesn’t have sufficient resources to support their vision and need a cash flow stream to go forward. Another viable solution is to create a unit in the organization that acts as a stand-alone company and chases the leader’s vision. Good luck.