We all like to start from the familiar.
When your products and services cannot be described in terms of things your customers already understand, you will have a harder time selling to them.
You want to be faster than Konga or healthier than Blueband, why do you think the first cars were called horseless carriages? The inventor knew it was better to tell people he was building a carriage that required no horses rather than tell them he was building a box that could take you from place to place.
Publicising this way and delivering upon your promise makes it easier to sell your services and grow your business.
How can we leverage things people are already familiar with to take them into the unknown?
Watching The World