Startup Syntax: First, Only.
Investor Liaison Hannah Savage discusses the pitfalls of claiming “first” or “only.”
Why Not “First” or “Only”?
This week's edition of Startup Syntax will switch gears from wrong, worse and health to a relatively common mistake seen in early-stage startup pitches, namely, the overuse of two words: “first” and “only.” For example:
“We’re the first platform to solve this.”
“We’re the only company doing X.”
At first glance, these words might sound impressive. Founders use them to signal differentiation and market opportunity — the idea that they’ve found a truly unique problem and are the pioneers solving it.
Claiming you’re the first or only may raise more concerns than confidence.
Why “First” Is a Red Flag
Being first sounds exciting, but it rarely means what founders think it does. Very few successful companies were truly first to market. Facebook wasn’t the first social network. Google wasn’t the first search engine. Apple didn’t make the first smartphone.
If you’re truly first, investors worry about:
Market readiness: Is there really demand for this yet?
Cost of education: Will you spend all your resources teaching customers why they should care?
Missed history: Are you aware of previous attempts that failed — and why?
Being first may be less important than being best, timely or the one who executes.
Why “Only” Rarely Holds Up
Saying you’re the only one solving a problem may mean you haven’t looked hard enough.
There’s almost always competition — whether direct or indirect.
Customers are solving the problem somehow, even if it’s with spreadsheets or duct-taped solutions.
Claiming “only” makes it sound like you skipped market research or don’t understand the landscape.
Even if your specific solution is novel, smart investors know that competition is a sign of a real market. If no one else is trying, they’ll wonder: Is the opportunity even there?
What to Try Instead
Investors aren’t looking for startups with no competition — they’re looking for founders who understand the competitive landscape and have a smart angle.
Try reframing with:
“Here’s how we’re different from existing players.”
“Current solutions fail because ___, and our approach is ___.”
“We see the biggest opportunity in this underserved segment of the market.”
Show you’ve done your homework, understand the market and know where your wedge is, not that you’re building in a vacuum.
The Bottom Line
Being first or only is not a strategy — it’s a potential liability. What matters is why you win: your insight, your execution, your tech, your team, your timing.
If you’re pitching, skip the buzzwords and show investors you’ve thought deeply about the problem, the competition and your path to winning.
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