• 6 min read
• Published on 25 July 2025
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View the full Basket:Fast Followers
There’s a romantic myth we all love, the one about the lone genius toiling away in a garage, inventing something the world has never seen. It’s a lovely story. It’s also, from an investor’s point of view, often a terrible business model. For every pioneer who strikes gold, the landscape is littered with the forgotten bodies of those who came first but finished last. Remember MySpace? Of course you don’t.
I’ve always found that the real money, the smart money, is often made by those who let someone else take the arrows in the back. It’s the art of being a ‘fast follower’, a strategy that sounds suspiciously like letting your mate buy the first round just to see if the pub’s any good. It’s about strategic patience, and frankly, it’s a far more sensible way to approach the chaos of the market.
View the full Basket:Fast Followers
Let’s be brutally honest. Being first is expensive. You’re the one spending a king’s ransom on research, development, and trying to convince a sceptical public that they absolutely need your newfangled gadget. You’re navigating regulatory minefields and betting the farm on unproven demand. The fast follower, meanwhile, sits back, watches you do all the heavy lifting, and takes copious notes.
They wait for the market to be proven. They watch to see what customers actually like and what they hate. Then, once the path is cleared and the expensive mistakes have been made, they swoop in with a version that’s cheaper, slicker, or just plain better. They sidestep the astronomical costs and the uncertainty, focusing their resources on execution rather than invention. It’s not about being the most creative, it’s about being the most effective.
View the full Basket:Fast Followers
You can see this pattern everywhere if you look. Take a company like Super Micro Computer. They don’t bother with the brain-bleedingly complex business of designing semiconductors. Instead, they let giants like NVIDIA and Intel burn through billions doing that. Super Micro’s genius is in quickly grabbing those new, powerful chips and building them into optimised server systems faster and more flexibly than anyone else. When the AI boom hit, they were ready, not because they invented the technology, but because they had perfected the art of using it.
Then there’s Uber. They didn’t invent the taxi, and they certainly didn’t invent food delivery. But after establishing themselves in ride-sharing, they watched others struggle with food delivery and thought, "we can do that better". They already had the drivers, the app, and the brand. They just applied their logistical muscle to a proven market and executed flawlessly. Or look at Coupang in South Korea, a company that studied Amazon’s model and then perfected it for its local market with an almost obsessive focus on delivery speed. They didn’t invent e-commerce, they just won it.
View the full Basket:Fast Followers
To me, this is the core idea behind a portfolio of what you might call Fast Followers, companies that have mastered this art. The investment case is compellingly simple. You are looking at businesses that may have the growth potential of an innovator but without the same level of speculative risk. Their path to profitability is often clearer because the market demand has already been established by someone else.
Of course, this isn't a risk-free strategy. Nothing in investing ever is. The fast follower has to get the timing just right. Arrive too late, and the market is already sewn up. They also need to be ruthlessly efficient. It’s not enough to copy, you have to tangibly improve. But for an investor who prefers a calculated strike over a wild swing, looking for companies that perfect rather than pioneer could be a very interesting approach indeed. It’s a reminder that in the race for returns, sometimes the tortoise with a jetpack wins.
View the full Basket:Fast Followers
View the full Basket:Fast Followers
View the full Basket:Fast Followers
View the full Basket:Fast Followers
View the full Basket:Fast Followers
View the full Basket:Fast Followers
This article is marketing material and should not be construed as investment advice. No information set out in this article be considered, as advice, recommendation, offer, or a solicitation, to buy or sell any financial product, nor is it financial, investment, or trading advice. Any references to specific financial product or investment strategy are for illustrative / educational purposes only and subject to change without notice. It is the investor’s responsibility to evaluate any prospective investment, assess their own financial situation, and seek independent professional advice. Past performance is not indicative of future results. Please refer to our Risk Disclosure.
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