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The Second Wave Is Won Before the First Lands: Why Launch Timing Is a Registration Decision
Second-wave categories are often ranked lower because their route to market is slower, not because they matter less. Executives who wait for the first category to sell before starting the next one's groundwork turn a planned sequence into an unplanned stall.
Registration Timelines Are a Clock That Should Start Before the Market Decision Is Final
Registration timelines don't wait for a market decision to be finalized before they start running. Brands that begin the process in parallel with evaluation — rather than after — recover months most expansion plans never get back.
Faster Regulatory Reviews Do Not Automatically Mean Faster Market Entry
Faster regulatory reviews do not eliminate approval delays. In many cases, documentation readiness becomes the new competitive advantage.