Of course, creative breakthroughs are not for the timid. By nature, humans are conservative creatures, they only like what they know well. Whenever new phenomena appear - from a car or Elvis Presley, to the Internet - people often look at them with concern. According to psychologists, change indicates that time is passing and unintentionally reminds people of the finite life in this world. But as humans, no one wants to talk about death and even less wants to die; Therefore, most of us unconsciously resist change. Therefore, we feel that when we are young, it is easier to adapt to new things - because at that time, the idea of ​​death is still too far away from our thinking.

It takes a lot of courage for a company to dare to look far into the future and accept change because fundamentally speaking, there are very few new products that can make an immediate splash. People often perceive breakthroughs and new things late, but rarely at the moment they appear. Success came very slowly through word of mouth and media endorsements; But once the market begins to accept it, the company that made the creative breakthrough will be seen as the official spokesperson for the product category they have worked so hard to develop.