True Innovation is a Risky Gamble

The box office success of properties like Deadpool and Wolverine exemplifies the lucrative potential in entertainment, even for R-rated content. However, true innovation is often a risky strategy for shareholders, as history shows that being a first mover, or innovator, can lead to initial setbacks and challenges. Companies like Apple have thrived not by inventing new technologies but by entering established markets as 'second mice', refining and popularizing existing innovations. Their strategy highlights that creativity and branding can create a luxury appeal, much like elite cultural signaling in other fields.