Is Microsoft’s new Virtual Earth better than Google Maps?  Does it matter?  If you’ve used both, think about the first time you used each.  I’ll wager your first reaction to Google’s service was an unrestrained “Wow!”  If, like me, you tried Virtual Earth this week, I’ll bet your reaction was much more restrained.  Not exactly a “been there, done that” reaction, but the “wow” was missing.  At least mine was.

In the past 24 hours, I’ve done three map searches.  Used Google Maps each time.  As I write this, I’m not sure why I didn’t think about Virtual Earth.  I think it has something to do with the “Wow” I first got from Google that I didn’t get from Microsoft.  That synaptic connection between “wow” and “maps” forged in my brain means MS won’t get much of my mapping business — at least not until Microsoft can trump Google’s “wow” with their own.  And Google is so good at what they do, I’d be surprised if anyone can make an order of magnitude improvement in online mapping again. 

So what’s left?  Microsoft and Google will continue to make incremental improvements in their mapping services.  Each incremental improvement will benefit the users of each service, but won’t draw anyone but the most fickle users from one service to the other.  If you use Google Maps today, you will probably be using it six months from now.  Same goes for Virtual Earth. 

So what’s the lesson?  Be first with your “wow.”  Even if you know someone else is capable of building a better “wow,” if you get there first you’ve won the most significant battle. 

Lawyers, if you fear adopting value billing because you think your competitors in town will just copy your business model while undercutting you on price, don’t fear.  Be the first.  Be different.  Deliver your “Wow” first.  Even if the other lawyers in town start doing what you are doing (even doing it better), they won’t be remembered as the first.  You created the first “wow,” and will continue to profit from it.

… at least until someone blows you out of the water with an order of magnitude improvement.  Just ask Mapquest.