It's better to be first in the customer's mind than to be better - humans create mental categories for new information, and once those categories are full, it's hard to add new things

Eben cites Al Ries and Jack Trout's '22 Immutable Laws of Marketing' stating 'it's better to be first than it is to be better' and explains that humans 'create categories in our minds where we store information' like 'little drawers in a file cabinet' and 'once the file is full, we don't put anything new in there.'