Digital strategy consultant Jeffrey Towson emphasizes that while being a first or early mover allows a company to capture demand before rivals arrive, these tactics are ultimately the least sustainable form of competitive defense. He argues that a successful digital transformation strategy requires moving upward from the “melee” of short-term tactical moves toward more systematic forms of competitive defense, such as digital AI operating basics. Although tactics like counter-positioning can put incumbents in a strategic bind, they are often uncommon and less powerful than the rapid experimentation and data-driven advantages gained by being early in digital markets.