Most Advanced Yet Acceptable is a very common design concept that can be applicable to many different areas to launch successful products.

1. Familiar
(and boring)
Innovative
(and scary)
Most Advanced Yet Acceptable
MAYA

2. The public's taste is not necessarily ready to accept the logical solutions
to their requirements if the solution implies too vast a departure from
what they have been conditioned into accepting as the norm.
- Raymond Loewy

3. Small changes = big win
Think about iterations, which will be well received
by your current customers and also attract a new
audience. Observe Apple's device evolution.
Familiar
Innovative

4. Not yet, doesn’t mean never
If your innovation is too distant of current
trends, your public may get scared and reject
the new idea.
Timing matters. Uber is like taxi, but with more
convenience. And AirBnB is like Uber, but for
hotels. Association is a powerful tool to acept
new things.
Too soon Too late
MAYA

5. Mix it up and make it familiar
Did you know Spotify add songs that you
already know in your Weekly Discovery,
so you are more prone to accept the new
ones?
Comfort zone New concepts
MAYA