Things that are instantly adored are usually just slight variations over existing products. We love them because they’re familiar. The most innovative products – the ones that truly change the world – are almost never understood at first, even by really smart people. post 
Big breakthroughs typically follow a seven-step path:
- First, no one’s heard of you. - Then they’ve heard of you but think you’re nuts. - Then they understand but deny opportunity. - Then they view your product as a toy. - Then they see it as an amazing toy. - Then they start using it. - Then they couldn’t imagine life without it.
This process can take decades. It rarely takes less than several years.
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