If I want my radical idea to be picked up, it has to look familiar to them.

Build a bridge.

Otherwise, they’re left with two choices: jump across the gorge or go home. What would anyone choose?

In the words of Seth Godin, “It’s far easier to sell someone on a new kind of fruit than it is to get them to eat crickets.”

What precedents have been set? If they did it before, it’s easier for them to do it again.