This might be the most important question for every creator and maker in the world: how do you make something new if most people just like what they know? Is it possible to surprise with familiarity?

People gravitate toward products that are bold, but instantly comprehensible: Most Advanced Yet Acceptable--MAYA.

Most consumers are simultaneously neophilic, curious to discover new things, and deeply neophobic, afraid of anything that is too new. The best hit makers are gifted at creating moments of meaning by marrying new and old, anxiety and understanding. They are architects of familiar surprises.

This sell something familiar, make it surprising. To sell something surprising, make it familiar.