I think Raymond Lowey's "Most Advanced Yet Available / Accessable" (MAYA) philosophy is adjacent to this discussion. It took me a while, but now realize what Lowey was getting at:<p>1. The new thing you're pitching has to be recognizable (accessable). Imagine seeing people using early BBSes in the late 70s / early 80s and telling them "this is how you're going to interact with your bank or book a plane ticket." I think most people wouldn't be able to recognize how they could integrate it into their lives.<p>2. It has to be a clear advancement on what's available. Otherwise, why bother?<p>What this article tells me is in addition to MAYA, you have to CLEARLY describe what the new thing is so the target audience doesn't have to ponder how they could use it.