This is the crux of all new businesses - you need to stand out with something original and exciting, but your audience needs something familiar to grasp onto. Your ideas need to set you apart yet be inclusive. Show us a “better way” of doing things without forcing us to abandon what we’ve grown comfortable with. When businesses can’t find this middle ground, their failure isn’t so much in the product but in their communication around the product. The business fully understands the genius behi...