Tesla is a good example. Elon has been honest and open about the fact that his first global car (Model S) had to turn heads, particularly speed addicted petrol heads: “no one was going to pay $100k for an electric Honda Civic, no matter how cool it looked”.
Tesla had to prove to a car industry addicted to petrol engines, that their cars were not only sustainable, but could go much faster, work better and look cooler. They had to make cars that impressed customers in familiar ways first. Then they could innovate and push the envelope: